1st Edition
Eco and Ethical Advertising Creativity, Sustainability, and Diversity in Theory and Practice
By Jackie Raphael-Luu
Copyright 2027
236 Pages
19 B/W Illustrations
by
Routledge
236 Pages
19 B/W Illustrations
by
Routledge
Designed to teach students the essential theory and tools of advertising, this unique textbook also places a special emphasis on sustainability, diversity and ethical issues within contemporary practice.
Offering a complete introduction to the topic, this book covers practical and creative skills while raising central theories of communication and knowledge around the impact of advertising.... Read more
Preface
Textbook Learning Outcomes
Chapter 1: Advertising Arc
Chapter 2: Sustainable Selling
Chapter 3: Accountable Advertising
Chapter 4: Convergence Culture
Chapter 5: Creative Communication
Chapter 6: Building Brands
Chapter 7: Consumer Culture
Chapter 8: Planning & Process
Chapter 9: Crafting Creativity
Chapter 10: Persuasive Plots
Chapter 11: Personas & Promotion
Chapter 12: Planning & Production
Chapter 13: Career Compass
Index
Biography
Jackie Raphael-Luu is a Senior Lecturer in Media and Communications and Course Leader for BA (Hons) Advertising at University of the Arts London, UK.
