《你其实不懂广告学》内容提要
如今，广告学已成为一门独立的学科。它与营销学、心理学的联系越来越紧密，与人们的消费、购买行为密不可分。本书为了解广告学的资深人士所写，作者从广告的制作、广告创意的拣选等方面告诉广告从业者如何制作出良好的广告。同时本书还站在消费者的角度，将运用于广告学中且与营销学、心理学互相渗透的定理、法则作了深入剖析，以此告诉消费者广告为什么能在无形中影响、指导人们做出消费行为，同时也为消费者指出了一条理性消费的路径。这是一本兼理论性与实践性于一体的广告学入门书。
You Don't really Understand Advertising
Nowadays, advertising has become an independent discipline. It is more and more closely related to marketing and psychology, and is inseparable from people's consumption and purchase behavior. This book is written by senior people who understand advertising, and the author tells advertising practitioners how to make good advertising from the aspects of advertising production and advertising creative selection. At the same time, from the perspective of consumers, this book also makes an in-depth analysis of the theorems and laws that are applied in advertising and permeate with marketing and psychology, so as to tell consumers why advertising can affect and guide people's consumption behavior incognito, and also point out a rational consumption path for consumers. This is an introductory book on advertising that is both theoretical and practical.
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