书评:杰夫·理查兹的《广告史:最初的30万年》

IF 3.7 4区管理学 Q2 BUSINESS

Journal of Macromarketing Pub Date : 2022-09-08 DOI:10.1177/02761467221125666

Terrence H. Witkowski

{"title":"书评:杰夫·理查兹的《广告史:最初的30万年》","authors":"Terrence H. Witkowski","doi":"10.1177/02761467221125666","DOIUrl":null,"url":null,"abstract":"No, advertising has not been around for 300,000 years. The author is teasing us. But it has been around for several thousands of years, perhaps as early as 6000 BCE if one counts marks on Middle Eastern pottery as a form of advertising in clay. And, yes, Jef is spelled correctly. At this writing, Richards chairs the Department of Advertising+Public Relations at Michigan State University and was Professor of Advertising at the University of Texas, Austin, where he taught for 22 years and served as Chair for four of them. He has been an active advertising scholar and clearly loves the history of his field.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"42 1","pages":"686 - 689"},"PeriodicalIF":3.7000,"publicationDate":"2022-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Book Review: A History of Advertising: The First 300,000 Years by Jef I. Richards\",\"authors\":\"Terrence H. Witkowski\",\"doi\":\"10.1177/02761467221125666\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"No, advertising has not been around for 300,000 years. The author is teasing us. But it has been around for several thousands of years, perhaps as early as 6000 BCE if one counts marks on Middle Eastern pottery as a form of advertising in clay. And, yes, Jef is spelled correctly. At this writing, Richards chairs the Department of Advertising+Public Relations at Michigan State University and was Professor of Advertising at the University of Texas, Austin, where he taught for 22 years and served as Chair for four of them. He has been an active advertising scholar and clearly loves the history of his field.\",\"PeriodicalId\":47896,\"journal\":{\"name\":\"Journal of Macromarketing\",\"volume\":\"42 1\",\"pages\":\"686 - 689\"},\"PeriodicalIF\":3.7000,\"publicationDate\":\"2022-09-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Macromarketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/02761467221125666\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Macromarketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/02761467221125666","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

不，广告并没有出现30万年。作者在戏弄我们。但它已经存在了几千年，如果把中东陶器上的标记作为一种粘土上的广告形式计算在内，可能早在公元前6000年。是的，杰夫的拼写是正确的。在撰写本文时，理查兹是密歇根州立大学广告和公共关系系的系主任，也是德克萨斯大学奥斯汀分校的广告教授，他在那里教了22年书，并担任了4年的系主任。他一直是一名活跃的广告学者，显然热爱他所在领域的历史。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Book Review: A History of Advertising: The First 300,000 Years by Jef I. Richards

No, advertising has not been around for 300,000 years. The author is teasing us. But it has been around for several thousands of years, perhaps as early as 6000 BCE if one counts marks on Middle Eastern pottery as a form of advertising in clay. And, yes, Jef is spelled correctly. At this writing, Richards chairs the Department of Advertising+Public Relations at Michigan State University and was Professor of Advertising at the University of Texas, Austin, where he taught for 22 years and served as Chair for four of them. He has been an active advertising scholar and clearly loves the history of his field.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Macromarketing BUSINESS-

CiteScore

5.00

自引率

25.80%

发文量

期刊介绍： The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.