Eco and Ethical Advertising: Creativity, Sustainability, and Diversity in Theory and Practice

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.Topics include a short history of the industry, branding, writing briefs and de-briefing, conceptualising, art direction and copywriting.Readers will also be introduced to consumer behaviour to understand their target audience and key theories around persuasion, rhetoric, semiotics, colour theory and meaning transfer.Each topic is offset by tasks and tips which encourage students to engage with and understand its moral implications: from environmental impacts, to stereotyping and representation.With activities in every chapter, this book takes a scaffolding approach to learning, guiding readers from