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Books on:



Mass Media







Books on advertising







Advertising: theory and practice

History of advertising

Advertising and society

Advertising dictionaries and encyclopedia

Advertising law

Advertising and marketing

Advertising management

Creativity in advertising

Advertising media

Advertising research

Psychology and advertising


Advertising: theory and practice


A 12-Month Study of «Better Homes and Gardens» Readers. – Des Moines, Iowa, 1956. – 147 p.

Arnold E. Profitable Newspaper Advertising. – New York, Harper and Broters, – 140 p.

Bandura A. Social Learning Theory. – Englewood Cliffs, NJ : Prentice-Hall, 1977. – 247 p.

Barban A., Jugenheimer.D., Turk P. Advertising Media Sourcebook. – Lincolnwood, Illinois: NTC Publishing Group, 1989 – 119 p.

Bergendorf F.L. Broadcast Advertising and Promotion! – New York : Communication Arts Books, Yasting House Publishers, 1983. – 437 p.


Book A. C., Cary N. D. The Television Commercial: Creativity and Craftsmanship. – N. Y. : Decker Communication, 1970. – 140 p.

Boyd Harper W. Jr., Levy Sidney J. Promotion: A Behavioral View. – Englewood Cliffs, N J : Prentice-Hall Inc., 1967. – 115 p.

Burnett L. Communications of an Advertising Man. – Chicago : Privately printed, 1961. – 351 p.

Cultivation analysis: New Directions in Media Effects Research / N. Signorielli, M. Morgan (Eds.). – Newbury Park, CA : Sage, 1990. – 266 p.

East R. The Effect of Advertising and Display. – Boston/Dortrecht/New York/London : Kluwer Academic Publishers, 2003. – 111 p.

Field S. Screenplay: The Foundations of Screenwriting. – New York: Delta, 2005. – 320 p.

Franzen G., Bouwman M. The Mental Power of Brands. – London: NTC Publications, 2001. – 488 p.

Chin Harry. Newspaper Advertising Sales. – Redmond, Washington: Newspaper Research Press, 1994.

Goodrum C., Dalrymple H. Advertising in America. – N. Y. : Harry N. Abrams Inc. Publishers, 1990. – 288 р.

Gragg Mabel T., Borden Neil H. Merchandise Testing as a Guide to Consumer Buying. – Cambridge, Mass. : Harvard University Press, 1939. – 84 p.

Jones K. Cable Advertising – New Jersey : Prenice-Hall, Englewood Cliffs, 1986. – 148 p.

Jugenheimer D. Advertising Media – Columbus, Ohio : Grid Publishing Inc., 1980. – 220 p.

Katz H. TheMedia Handbook – Mahwah, New Jersey, London : Lawrence Erlbaum Associates Publishers, 2003. – 183 p.

Kelvin R.P. Advertising and Human Memory. – London : Business Publications Limited, 1962. – 55 p.

Kroeber-Riel W. Konsumentenverhalten. – Muenchen : Vahlen, 1992. – 216 p.


Levenson B. Bill Bernbach’s Book. – N. Y. : Villard Books – Toronto : Random House, 1987. – 222 p.

Littlejohn S. Theories of Human Communication. – Belmont : Wadsworth Publishing Co, 1992. – 417 p.

Lippmann W. Public Opinion. – N. Y. : General Books LLC, 2009. – 232 p.

Martin D.G. Media Flight Plan V. – Provo, Utah : Deer Creek Publishing, 2006. – 148 p.

McDonald C. Advertising Reach and Frequency. – Lincolnwood, Ill. : NTC Business Books, 1996. – 157 p.

McKee R. Story: Substance, Structure, Style, and The Principles of Screenwriting. – New York: ReganBooks, 1997. – 480 p.

McLuhan M., Fiore Q. The Medium is the Massage: An Inventory of Effects. – N. Y. : Random House, 1967. – 159 p.

McQuail D. Mass Communication Theory: an introduction. – London; Thousand Oaks : Sage, 1994. – 416 p.

Meyrowitz J. No Sense of Plate: The Impact of EleCTRonic Media on Social Behavior. – N. Y. : Oxford University Press, 1985. – 416 p.

Michman Ronald D. Lifestyle Market Segmentation. – N. Y. : Praeger, 1991. – 220 p.

Naples M. Effective Frequency: The relationship between Frequency and Advertising Effectiveness. – Association of National Advertisers, Inc., 1979. – 140 р.

Picard R. Media Economics. Concepts and Issues. – London : Sage, 1989. – 136 р.

Picard R. The Economics and Financing of Media Companies. – N. Y. : Fordham University Press, 2002. – 270 p.

Principles and Practices of Classified Advertising. – Danville : Association of Newspaper Classified Advertising Managers, 1985. – 86 р.

Quelch J., Farris P. Cases in Advertising and Promotion Management. – Richard D. Irwin Inc., 1991. – 907 р.

Postman N. The Disappearance of Childhood. – N. Y. : Delacorte, 1982. – 177 p.

Ray M. L. Marketing Communication and the Hierarchy of Effects // New Models for Mass Communication Research / P. Clarke. – Beverly Hills, CA, 1973. – P. 147–176.

Reis A., Trout J. Positioning: The Battle for Your Mind. – N. Y. : McGraw-Hill, 1986. – 213 p.

Shaver M. Make the sell. How to sell Media with Marketing. – Chicago: Thr Copy Communications, Inc,1995 – 295 p.

Schulberg P. Radio Advertising. – Lincolnwood, Illinois : NTC Business Books, 1995. – 241 p.

Schultz Don. E. Barnes B. Strategic Brand Communication Campaigns. – NTC Business Books, 1999 – 377 p.

Schultz D. From Advertising to Integrated Marketing Communications. – Chicago : NTC Business Book, 1993. – 378 р.

Seehafer E.F. Succesful Radio and Television Advertising. – New York – Toronto –London : McGraw-Hill Book Company, Inc., 1951. – 557 р.

Selective Exposure to Communication / D. Zillmann, J. Bryant (Eds.). – NJ : Lawrence Eribaum Associates, 1985. – 251 p.

Sissors J., Bumba L. Advertising Media Planning. – Chicago : NTC Business Book, 1996. – 514 p.

Smith George Horsley. Motivation Research in Advertising and Marketing. – N. Y. : McGrow-Hill Book Co, 1954. – 242 p.

Starch D. Measuring Advertising Readership and Results. – N. Y. : McGraw-Hill, 1966. – 270 p.

Starch D. Principles of Advertising. – N. Y. : McGraw-Hill, 1923. – 276 p.

Stone B. Successful Direct Marketing Methods. – NTC Business Books, 1994. – 654 р.

Surmanek J. Introduction to Advertising Media. – Lincolnwood, Illinois : NTC Business Books, 1993. – 359 p.

Surmanek J. Media Planning: A Practical Guide. – 3 ed. – Chicago, Illinois: NTC Business Books, 1995. -– 209 p.

Taylor J. How to Develop a Successful Advertising Plan. – NTC Business Books, 1993. – 248 р.

The Essentials of Advertising. – Piscataway : Research and Education Association, 1992. – 67 р.

The Media: An Introduction / A. Briggs, P. Cobley (Eds). – Harlow : Longman ; Pearson Education, 2002. – 500 р.

The Politz Papers: Science and Truth in Marketing Research / H. S. Hardy (ed.). – Chicago, Ill. : American Marketing Association. 1990. – 351 p.

Tutorials in Learning and Memory / J. R. Anderson, S. M. Kosslyn (Eds.). – San Francisco : Freeman, 1984. – 264 p.

Weilbacher W. Cases in Advertising. – New York^ Macmillan Publishing Co, 1982 – 152p.

Wheatley J.J. Measuring Advertising Effectiveness. – Homewood, Illinois : Richard D.Irwin, Inc., 1969. – 236 p.

Willens D. Nobody’s Perfect. Bill Bernbach and the Golden Age of Advertising. – NY : CreateSpace, 2009. – 202 p.

Advertising Standards of Acceptability. – Providence : Providence Journal Company, 1992. – 64 p.


History of advertising


Pollay R.W. Information Sources in Advertising History. – Y.-.lport; Conn.: Greenwood Press, 1979.

Presbrey F. The History and Development of Advertising. – ;, w York: Greenwood Press, 1968. – 642 p.

Sampson H. A History of Advertising from the Earliest Tjmes. _ London: Chatto and Windus, 1874. – 616 p.

Wood J. The Story of Advertising. – New York, 1958.


Advertising and society


Advertising and Society / Ed by Y. Brozen. – New York: New York University Press, 1974. – 189 p.

Albion M., Farris P. The Advertising Controversy. – Boston: Auburn Houser 1981.

Arens W.F., Bovee CX. Contemporary Advertising, – Homewood (111.): Richard D. Irwin, INC, 1982. – 808 p. – Bibliogr.: p. 789–798, Subject Index: p. 801–808.

Bedell. How to Write Advertising That Sells (Me Graw НШ, New York) .

Bemett L. Communications of an Advertising Man. – Chicago, 1961.

The Case for Advertising / Ed. by J. Moskin. – New York: Amer. Assoc. of Advertising Agencies, 1973.

Cowan D.S., Jones R.W. Advertising in the 21st Century: A Model of Advertising Agency Development During the Next Fifty years / Forew. by the President of the Inst, of Practitioners in Advertising sir J. Rodgers, – London: Hutchinson, 1968. – 111 p.: ill.

Driver J.C., Foxall G.R. Advertising Policy and Practice. – London: Holt, Rinehart and Winston, 1984. – 165 с

Dunn S.W. Advertising Copy and Communication, – New York, 1956. – VIII, 545 p.

Dunn, S. Watson. Advertising: Its Role in Modern Marketing. New York: Holt,

Dyer G. Advertising as Communication, – London; New York: Methuen, 1982. – XIV, 230 p.

Goffman E. Gender Advertisements. – Cambridge, 1979. – IX, 84 p.

Graham, Irving, ed. Encyclopedia of Advertising. 2nd ed. New York: Fairchild, 1969.

Grass, Robert C, "Satiation Effects of Advertising," 14th Annual Conference, Advertising Research Foundation, 1968.

Hanson P. The Development of Advertising in the Soviet Union. – London: Advertising Assoc, [197-]. – 37 p.

Hopkins С Scientific Advertising / Introd. by D, Ogilvy, – New York: Crown Publishers, 1966. – 95 p.

Jefkins F.W. Advertising Today / With a Forew. by the President of the inst. of Practitioners in Advertising D. Dutton. – London: Intertoxt books, 1971. – XIV, 442 p.

Jefkins F, Advertising Today. – London: Intertext book, 1977.–V, 312 p.

Kleinmann P., Allen W.H. Advertising Inside Out, – London, 1977.

Lang, Serge. The Scheer Campaign. New York: Benjamin, 1968.

Leduc R. La publicite: Une force an service do lentreprise /Prof, de R. Gucrin. – Paris: Dimod, 1966. – 289 p.

Leech G.N. English in Advertising. – London: Longman, 1966.

Leiss W., Kline S.f Jhally S. Social Communication in Advertising: Persons, Product and Images of Wellbeing. – Toronto, 1986. – 327, [2] p.

Lucas, Darrel B. and Stewart H. Britt, Measuring Advertising Effectiveness. New York: McGraw-Hill, 1963.

Mandell M.J. Advertising. -– Englewood Cliffs (N. J.) 1968.– XIII, 656 p.:

Mayer, Martin. Madison Avenue, U.S.A. New York: Harper & Row, 1958.

Moran, William Т., "The Law of Conservation of Advertising Energy," 3rd Advertising Research Conference, American Marketing Association, Mar

Moran, William Т., "Media Scheduling Patterns," A.N.A. Advertising R Workshop, March, 1977.

Murdok G., James N. La communication de masse et rindustrie publlicitaire. – Paris: UNESCO, 1985. – 87 p.

Nicholl D.S. Advertising, its Purpose, Principles and Practice, – London: Macdonald & Evans, 1973.

McNiven, Malcolm, A., ed., How Much to Spend for Advertising? M Determining Advertising Expenditure Levels, Association of National A« Inc., 1969.

Ogilvy D. Confessions of Advertising Man – New York: Atheneum, 1963. – 172 p.

Ogilvy D. Ogilvy on Advertising. – London; Sydney: Pan books, 1983. – 224 p.

Patti Ch., Frazer Ch. Advertising: A Decision Making Approach. – New York, 1988.

Pope D. The Making of Modern Advertising. – New York: Basic Books» 1983. – 340 p.

Pearce, Michael, M. Cunningham Scott, and Avon Miller. Appraising the Eco­nomic and Social Effects of Advertising: A Review of Issues and Evidence. Cambridge, Mass.: Marketing Science Institute, 1971.

Pease, Otis. The Responsibility of American Advertisers: Private Control and Public Influence, 1920-1940. New Haven, Conn.: Yale University Press, 1958.

Reekie W.G, Advertising: Its Place in Political and Managerial Economics. – London: Macmlllan, 1974, – 163 p.

Reeves R. Reality in Advertising, – New York: Knopf 1961 – X. 153 p.

Robinson, Patrick J., Homer M Dalbey, Irwin Gross, and Yoram Wind. Advertis­ing Measurement and Decision Making. Boston: Allyn and Bacon, 1968.

Roman K., Maas J. How to Advertise / Forew. by D. Ogilvy. – New York: St. Martin's Press. 1976.

Rothschild M. Advertising: From Fundamentals to Strategies. – Toronto, 1987. – 776 p.

Rotzoll K., Haefner J., Sandage С Advertising and Society: Perspectives, Towards, Understanding. – Columbus, Ohio: Cop Grid 1976.

Sandage C.H. Advertising: Theory and Practice. Chicago: Business Publ., 1937. – 618 p.

Sandage, C. G. and Vernon Fryberger. Advertising Theory and Practice, 18th ed. Homewood, III.: Irwin, 1971

Sandage C, Fryburger V. The Roles of Advertising. – Homewood, 1962.

Smith, Al. Campaign Addresses. Washington, D.C.: The Democratic National Committee, 1929.

Surmanek J. Introduction to Advertising Media. – Chicago, Illinois: NTC Business Book, 1993. – 357 p.

Sutherland M. Advertising and the Mind of the Consumer. – Sydney, 1993.

Turner, Ernest S. The Shocking History of Advertising. New York: Dutton, 1953.

Watkins J. The 100 Greatest Advertisements. – New York: Dover Publ.

Yale D.R. The Publicity Handbook: How to Maximize Publicity for Products, Services and Organizations. – Chicago, 1991.

Zeff, R. and Aronson, B. Advertising on the Internet. – New York, 1999

Jones, John Philip. How Ads Work. – Lexington Books, 1995.


Advertising dictionaries and encyclopedia


Dictionary of Advertising Terms / Ed. by L. Urdang. – Chicago: Publ. by Tatham-Zaird and Kudnerr 1977. – 209 p.

Koschnick W. Standard Dictionary of Advertising Mass Media: English-German. – New York; Berlin, 1983. – 466 p.

Nazaykin A. N. Dictionary of Advertising Terms : English-Russian. – Moscow: Vershina, 2005. – 272 p.

Surmanek J. Advertising Media A to Z. – N.Y. MacGraw-Hill, 2003. – 337 p.


Advertising law


Wolley D. Advertising Law Handbook. – London: Business Books, 1973.


Advertising and marketing


Aaker D. A. Marketing Research. – 4 ed. – New York: Wiley, 1990. – XW, 739, 18 p.

Borden N.H. Economic Effects of Advertising. – 3d. print. – Chicago: Irwin, 1944. – XL, 988 p.

De Paola H. Mueller C.S. Marketing today's fashion. – Englewood Cliffs, New Jersey: Prentice-Hall» 1980. – 370 p.

Kaldor N., Silverman R. Statistical Analysis of Advertising Expenditure and the Revenue of the Press. – London: Cambridge Univ. Press, 1948, – XIII, 199 p.

Lowndes D. Marketing: The Uses of Advertising. – Oxford: Pergamon, 1967.

Niefild Y. The Making of an Advertising Campaign. – New York, 1989.

Rapp S., Collins Т. The Great Marketing Turnaround: The Age of the Individual – and How to Profit from It. – New York: Plume» 1992, – XIV, 336 p.

Rapp S., Collins T. Maximarketing: The New Direction in Advertising: Promotion and Marketing Strategy. – New York: Plume, 1989. – XIII, 278 p.

Schultz D. Strategic Advertising Campaigns. – New York, 1990.

Simon J. Issues in the Economics of Advertising. – Urbana: Univ. of Illinois Press, 1970.

Williamson J. Decoding Advertisements: Ideology and Meaning in Advertising. – London: Marion Boyars, 1978, – 180 p.: ill.


Advertising management


Aaker D., Myers J. Advertising Management. – Englcwood Cliffs, N.J.: Prentice-Hall, 1975.

Stansfield R.H, The Dartnell Advertising Manager's Handbook. – Chicago; London: Dartnell corp., [Cop. 1969]. – 1503 p.: ill.

Stevens P. I Can Sell you Anything. Wyden, 1972. New York: Peter Wyden, 1972


Creativity in advertising


Andren G., Ericsson L, Ohlsson R. Rhetoric and Ideology in Advertising. – Stockholm: AB Graiiska, 1978.

Bernstein D. Advertising Outdoors Watch this Space! – London: Phaidon. 1997. – 240 p.

Bernstein D. Creative Advertising. – London: Longman, 1975,

Leymore V. Hidden Myth: Structure and Symbolism in Advertising, – London: Heinemann, 1975. – XI, 208 p..

Peninou M.G. Premieres analyses semioiogiques sur expression publicitaire. – Paris, 1966, 35 p.

Vestergaard T., Schroder K. The Language of Advertising. – Oxford; New York: Blackwtill, 1985. – X, 182 p.: ill, – Bibliogr.: p. 178–180.


Advertising media


Baldwing И, How to Create Effective TV Commercials. – Lincolnwood (Illinoice), 1989,

Chester, Giraud, Garnet R. Garrison, and Edgar E. Willis. Television and Radio. New York: Appleton-Century-Crofts, 1963.

Dunlap, Orrin E. Jr. Radio Advertising. New York: Harper, 1931.

Dygert, Warren. Radio as an Advertising Medium, New York: McGraw-Hill, 1939.

Frost, S E., Jr. Is American Radio Democratic? Chicago: University of Chicago Press, 1937.

Galanoy, lerry, Down the Tube: Or, Making Television Commercials Is Such a Dog-Eat-Dog Business It's No Wonder They're Called Spots. Chicago: Regnery, 1970.

Gilbert, Robert E. Television and Presidential Politics. North Quincy, Mass.: Chris­topher Publishing House, 1972.

Hettmger, Herman S. A Decade of Radio Advertising. Chicago: University of Chi­cago Press, 1933

Lamaisicld, Paul F. Radio and the Printed Page. New York: Duell, Sloan and Pearce, 1940.

Lazarfeld, Paul F, and Harry Field. The People Look at Radio. Chapel Hill: Univer­sity of North Carolina Press, 1946.

Lazarsfeld, Paul F. and Patricia L. Kendall. Radio Listening in America: The People Look at Radio Again. Englewood Cliffs, N.J.: Prentice-Hall, 1948.

Lee, James Meivin. History of American Journalism. Boston and New York: Hough-ton Mifflin Co., 1917; 1923.

Lund J.V. Newspaper Advertising. – New York: Prentice-Hall, 1947. – 459 p.

Millum T. Images of Woman: Advertising in Women's Magazines. – London: Chatto & Windus, 1975, – 206 p.

Mickelson, Sig. The Electric Mirror: Politics in an Age of Television. New York: Dodd, Mead, 1972.

Minow, Newton N., John Bartlow Martin, and Lee M. Mitchell. Presidential Televi­sion. New York: Basic Books, 1973.

National Association of Broadcasters. "Political Broadcast Catechism." Washing­ton, DC: NAB, 1968.

Nonverbal Communication in Advertising / Ed. by S. Hecker, D. Stewart. – Toronto, 1988.

Rubin, Bernard. Political Television. Belmont, Calif.: Wadsworth, 1967.

Settel, Irving. A Pictorial History of Radio. New York: Grosset & Dunlap, 1967.

Settel, Irving and William Laas. A Pictorial History of Television. New York: Gros­set & Dunlap, 1969.

Seymour-Ure, Colin. The Political Impact of Mass Media. London: Constable; Beverly Hills, Calif.: Sage, 1974.

Stein, Robert. Media Power: Who is Shaping Your Picture of the World? Boston: Houghton Mifflin, 1972.

Thomson, Charles A. H. Television and Presidential Politics. Washington, D.C.: The Brookings Institution, 1956.

Trenaman, J. and Denis McQuail. Television and the Political Image. London: Methuen and Co., Ltd., 196L

Weinberg, Meyer. TV in America: The Morality of Hard Cash. New York: Ballan­tine, 1962.

Whale, John. Half-Shut Eye: Television and Politics in Britain and America. New York: St. Martin's Press, 1969.


Advertising research


Burke Marketing Research, Inc., Robert A. Schneider and Donald E. Siebert, "Viewer Attitudes toward Commercial Clutter on Television and Media Buying Implications," 18th Annual Conference, Advertising Research Foundation, 1972.

Butler, Benjamin, "Setting Budgets and Allocating Advertising Efforts," 19th Annual Conference, Advertising Research Foundation, 1973.

Campbell, Roy H., Measuring the Sales and Profit Results of Advertising: A Managerial Approach, Association of National Advertisers, Inc., 1969.

Clarke, Darral G., ed., "Cumulative Advertising Effects: Sources and Implica­tions," Marketing Science Institute, 1977.

Gallup, George H. The Gallup Poll: Public Opinion 1935-1971. New York: Ran­dom House, 1972.

Gallup, George, Jr., et al. Politics and the Press. Washington, DC: Acropolis, 1970.

Krugman, Herbert E., "Processes Underlying Exposure to Advertising," 14th Annual Conference, Advertising Research Foundation, 1968.

Kragman, Herbert E., "The Effect of Scheduling on Advertising Productivity," A.N.A. Advertising Research Workshop, February, 1974.

Kragman, Herbert E., "Exposure or Perception?" A.N.A. Advertising Research Workshop, March. 1977.

Naples, Michael J., "The Best Measure of Advertising's Productivity," Intern Conference of American Marketing Association, St Louis, 1973.

Naples, Michael J., "Advertising Research '73: Microscope or Telescope' Annual Conference, Advertising Research Foundation, 1973.

Naples, Michael J., "Facing Up to Evaluative Copy Research," New England Advertising Research Conference, Advertising Research Foundation, 1976.

Ogilvy &. Mather Research Department, "An Experimental Study of the Relative Effectiveness of Three Television Dayparts," 1965.

Ramond, Charles, Advertising Research: The State of the Art, Association of National Advertisers, Inc. 1976.

Rao, Ambar, "Productivity of the Marketing Mix: Measuring the Impact of Advertising and Consumer & Trade Promotions on Sales," A.N.A. Advertising Research Workshop, April, 1978.

Rhodes, Reg, "What AdTel Has Learned: Six Recommendations for Increased Payout from Television Advertising Research," Advertising Research Conference of American Marketing Association (New York Chapter), March, 1977.

Rubinson, Joel, "Analysis of Market Response Elasticities from Telephone Tracking Data," 24th Annual Conference, Advertising Research Foundation, 1978.

Sawyer, Alan, and Scott Ward, "Carry-Over Effects in Advertising Communication: Evidence and Hypotheses from Behavioral Science," Marketing Science Institute, 1976.

Thomas C. The World War; The Story of American Propaganda. New York: Harper & Row, 1968.

Thompson, Dr. Hunter S. Fear and Loathing on the Campaign Trail. New York: Popular Library, 1973.


Psychology and advertising


Albou P. Psychologie de la vente et de la publicite. – Paris: Presse univ. de France, 1977. – 254 p. – (Collection SUP. Lc Psychologie; 64)

Bailey G. The Perception Mongers: Reflections on Soviet Propaganda. – London: Alliance Publishers, 1990. – 39 p,

Bolinger D. Language: The Loaded Weapon, – London; New-York, 1980. –IX, 214 p.

Breuil A, Image de marque et notoriete. – Paris: Dunod economic, 1972. – 114 p. – (Coll. la vie de 1'entreprise; 144).

Courtney A.E., Whipple T.W. Sex Stereotyping in Advertising, – 2 print, – Lexington (Mass,), Toronto: Lexington books, 1984, – XVr 239 p. – Bibliogr.: p, 209–231.

Edelman M. Constructing the Political Spectacle. – Chicago; London: Univ. of Chicago press, 1988, – VI, 137 p.

Ellul J. Propaganda. – Paris: Colin, 1962. – 135 p.

Ellul J. Propaganda: The Formation of Men's Attitudes. – New York: Vintage, 1973,

Ellul J. Propagandes. – Paris: Economica, 1990. – 361 p.

Joucett G.S., O'Donkell. Propaganda and Persuasion. – NewburyPark, 1992.

Garibal G.H. Cette publicite qui nous derange, -– Paris: Ed, Entente, 1982. – 209 p.

Lakoff R. Talking Power. The Politics of Language. – New York, 1990.

Larson Ch.U. Persuasion: Reception and Responsibility. – Belmont, California, 1992.

Moore C.W. The Mediation Process: Practical Strategies for Resolving Conflict. – San Francisco; London: Jossey-Bass Publishers, 1986. –XXII, 348 p.

Propaganda and Communication in World History / Ed. by H.D. Lasswell et al. – Honolulu: Univ. Press of Hawaii for' the East-West centre. – 1980. – Vol. 2, 3.

Propaganda and Promotional Activities: An annotated bibliography / Ed. by H.D. Lasswell et al. – Chicago; London: The University of Chicago Press, 1969. – XXIII, 450 p.

Schudson M. Advertising: Its Dubious Impact on American Society – New York: Basic Books, 1984. – XII, 288 p.

Simpson P. Language, Ideology and Point of View. – London, 1993.


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See also:

The Essentials of Advertising

Measuring Advertising Effectiveness

Measuring Advertising Readership and Results

How to Develop a Successful Advertising Plan

Books on PR

Books on Mass Media