Includes bibliographical references and index.

Part I. Courtesy National Gypsum Company -- Part II. Courtesy The Coca-Cola Company -- Part III. Courtesy Revlon -- Part IV. Courtesy Nike Inc. -- Part V. Courtesy The Interpublic Group of Companies, Inc.

British novelist Norman Douglas may have captured the essence of advertising's worldwide significance when he remarked: "You can tell the ideals of a nation by its advertisements." Indeed, while the advertising business was viewed as a particularly American institution in the first half of this century, that is certainly no longer the case.

Today, everyone living and working in the modern world is under the influence of advertising. Thus, the study of advertising has taken on new importance, not only for the student of business or journal-ism--who may one day be a practitioner- but also for the students of sociology, psychology, political science, economics, history, language, art, or the sciences, all of whom will continue to be consumers of advertising.