Год издания: 2005
В продаже с 18.01.2012
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Book DescriptionThe process of producing goods and services is relatively easy to recognize as socially beneficial. But television ads? Telemarketers? Jingles? Junk mail? It is popular to view these commercial activities as inherently wasteful or manipulative, marginally informative or entertaining, at best. In Selling the Dream, John Hood takes the provocative stand that advertising images and sales pitches are actually part of the goods and services themselves, delivering an essential component of the consumer's experience. As such, they are intextricably linked to the basic tenets of the free-market system, and, in the boldest of terms, Hood argues that commercial communication is morally consistent with the principles of our democractic society, including freedom of choice, competition, and innovation. Tracing the history of advertising from Ancient Roman times to the present, he offers a colorful account of advertising in its cultural context and addresses such controversial...