Chan Florence. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [93-97]). / Chapter SECTION I. --- AN OVERVIEW / Chapter CHAPTER 1. --- THE ENVIRONMENT & BACKGROUND OF ADVERTISING / Chapter 1.1. --- Overview --- p.2 / Chapter 1.2. --- Viewpoints on Advertising --- p.3 / Chapter 1.3. --- The Marketing-Advertising Connection --- p.4 / Chapter 1.3.1. --- A Historical Review on Changing Concept of Marketing / Chapter 1.3.2. --- What is Marketing ？ / Chapter 1.3.3. --- What is Promotion ？ / Chapter 1.3.4. --- Advertising in the Promotion Mix / Chapter 1.4. --- Advertising Planning --- p.8 / Chapter 1.5. --- The Communication / Persuasion Process --- p.9 / Chapter 1.6. --- Summary --- p.9 / Chapter SECTION II. --- COMMON DEFENSES OF ADVERTISING / Chapter CHAPTER 2. --- "CAN ADVERTISING BE SELF-REGULATED BY THE ""INVISIBLE HAND"" ？" / Chapter 2.1. --- A General Interpretation of Smith's Invisible Hand --- p.13 / Chapter 2.2. --- A More Complete Picture of Smith's Theories --- p.15 / Chapter 2.2.1. --- Prudence / Chapter 2.2.2. --- Benevolence / Chapter 2.2.3. --- Self-Command / Chapter 2.3. --- Stoicism --- p.18 / Chapter 2.4. --- A Closer Look at Smith's Invisible Hand --- p.20 / Chapter 2.5. --- Can Advertising be Justified by Smith's Invisible Hand or Free Market Mechanism ？ --- p.22 / Chapter CHAPTER 3. --- CAM ADVERTISING PROVIDE INFORMATIONAL UTILITY ？ / Chapter 3.1. --- Advertising Provides Important Information for Consumers --- p.26 / Chapter 3.2. --- A More Complete Picture of Advertising's Reality --- p.27 / Chapter 3.2.1. --- Ambiguity / Chapter 3.2.2. --- Concealed Facts / Chapter 3.2.3. --- Exaggeration & Puffery / Chapter 3.2.4. --- Psychological Appeals / Chapter 3.2.5. --- Conclusion / Chapter 3.3. --- A Historical Explanation of Why Advertising Cannot be Pure Informative --- p.37 / Chapter 3.3.1. --- The Early Stage / Chapter 3.3.2. --- A Breakthrough / Chapter 3.3.3. --- The Mature Stage / Chapter 3.4. --- Can We Conclude that Persuasive Advertising is Deceptive? --- p.40 / Chapter 3.4.1. --- Gardner's Definition of Deception / Chapter 3.4.2. --- A Reasonable Man Standard of Deception / Chapter 3.5. --- More on Rational/Irrational Persuasion & Deceptive/ Non-Deceptive Advertising --- p.43 / Chapter 3.5.1. --- The Two Dimensions / Chapter 3.5.2. --- Various Combinations / Chapter CHAPTER 4. --- IS ADVERTISING A NECESSITY FOR INDIVIDUAL FIRMS / Chapter 4.1. --- Discussions --- p.47 / Chapter 4.2. --- Conclusion --- p.49 / Chapter SECTION III. --- ADVERTISING & SOCIETY / Chapter CHAPTER 5. --- THE ECONOMIC EFFECTS OF ADVERTISING / Chapter 5.1. --- Providing Informational Utility --- p.51 / Chapter 5.2. --- Employment --- p.52 / Chapter 5.3. --- Distribution Costs --- p.52 / Chapter 5.4. --- Advertising & Brand Names --- p.53 / Chapter 5.5. --- Media Support --- p.54 / Chapter 5.6. --- Effect on the Business Cycle --- p.54 / Chapter 5.7. --- Stimulating Product Utility --- p.55 / Chapter 5.8. --- Developing New Products --- p.56 / Chapter 5.9. --- Contribution to the Overall Welfare of the Economy --- p.57 / Chapter 5.9.1. --- A Common Misunderstanding / Chapter 5.9.2. --- "Advertising can be Counterproductive, Unproductive or Productive" / Chapter 5.10. --- Conclusion --- p.60 / Chapter CHAPTER 6. --- CULTURAL & SOCIAL PERSPECTIVE ON ADVERTISING / Chapter 6.1. --- Reviewing Advertising from the Social Context --- p.62 / Chapter 6.2. --- """Explicit"" Content vs. ""Implicit"" Content" --- p.63 / Chapter 6.3. --- Social Conditions Affecting Individual Autonomy --- p.64 / Chapter 6.3.1. --- A Brief Review on Individual Autonomy / Chapter 6.3.2. --- A Background of Social Influences on Individual Autonomy / Chapter 6.4. --- The Power of Marketing & Advertising : Technique- & Result- Oriented --- p.70 / Chapter 6.4.1. --- Techniques of Marketing / Chapter 6.4.2. --- Technique-Orientation on Advertising / Chapter 6.4.3. --- A Culture of Commercialization & Consumption / Chapter 6.5. --- The Real Evils of Advertising --- p.77 / Chapter 6.5.1. --- """Suppressing "" Autonomy" / Chapter 6.5.2. --- Effects on Future Generations / Chapter 6.5.3. --- Changing Values / Chapter 6.5.4. --- Consumerism / Chapter 6.5.5. --- Neglecting Public Goods & Services / Chapter 6.7. --- Conclusion --- p.90 / CONCLUSION --- p.91 / REFERENCES
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318113 |
| Date | January 1994 |
| Contributors | Chan, Florence., Chinese University of Hong Kong Graduate School. Division of Philosophy. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, iv, 92, [5] leaves ; 30 cm. |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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