_What Makes Good Advertising__ Arpad Papp-Vary (1).pdf -...

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34Ŝǯȱ %¡¢£¤¥¥¢ȱ/ǯȱǻŘŖŖşǼǯȱCommunication Powerǰȱ0¤¦ȱ;§¨©DZȱ1ª«§¨¬ȱ7­®¯¤¨¢®£°ȱ2¨¤¢¢ǯȱŝǯȱ %§±ò¡ȱ/ǯǰȱ)²¤§¨³²®ô´ȱ#ǯǰȱ6µęòȱ%ǯȱǻŘŖŗŘǼǯȱ#¡¢£¢¤¥¡¢ȱ¦¤¢§¥¨¢©ô¥ª¡¢ȱ¨¥©ȱ4«¬­©¥ªǰȱŘŖŖş, %¥µ¶Ȭ0¡·§¸¡DZȱ2¨¤¢¡ȱ7­®¯¤¨¢®£¡¨´ȱ%¥µ¶¤¡­´ǯŞǯȱ %§µ¥§±¹Ȭ)µ¥¥°ȱ/ǯȱǻŘŖŖŚǼǯȱLa democratie mise en scene. Television et elections, Paris: %045ȱŘřŜǯşǯȱ &¤¹§¨¬ȱ)ǯȱǻŘŖŖŘǼǯȱThe Society of the Spectacleǰȱ%¡­¹¤¨¨¡DZȱ*§¹³§¹¥®­ȱ2¨¤¢¢ǯŗŖǯȱ&¨´³¡­ȱ+ǯǰȱ%®¢±¡¨µȱ&ǯǻ¸§§¨¬ǯǼȱǻŘŖŖŞǼǯȱ6¢¡¢¤«¬­©¥ªȱÉ©ȱŗŖȱ§¥¡¢ǰȱ$µ¸µ¨¤ò£®DZȱ6¨®£§­®¸ǯŗŗǯȱ&¨´³¡­ȱ+ǯȱǻŘŖŖŝǼǯȱ%«¬®©¥¯ª¤¢ªǯ2ª¤ª¨¥£¬¢ȱò¥ȱ°¢«¤¥¥ǰȱ$µ¸µ¨¤ò£®DZȱ4¡§ǯȱŗŘǯȱ)¨¡¹¤ȱ'ǯ/ǯǰȱ$µ¸°ȱ'ǯ2ǯȱǻŘŖŖşǼǯȱImage Bite Politics. News and the Visual Framing of Elec-tionsǰȱ0¤¦ȱ;§¨©DZȱ1ª«§¨¬ȱ7­®¯¤¨¢®£°ȱ2¨¤¢¢ǯŗřǯȱ.¤²¨¤¨ȱ,ǯȱǻŘŖŗŗǼǯȱTension City – Inside the Presidential Debates, from Nixon-Kennedy to Obama-McCainǰȱ0¤¦ȱ;§¨©DZȱ4¡­¬§±ȱ*§µ¢¤ǯŗŚǯȱ/§µ¸²§­ȱ,ǯȱǻŗşşśǼǯȱLa communication presidentielle en queue de modele, Paris: Hermes, ­¨ǯȱŗŝȬŗŞǯŗśǯȱ0®¤¥¢¤­ȱ/¤¬®¡ȱ4¤¢¤¡¨¸²ǯȱǻŗşşŝǼǰȱWhat TV Ratings Really Meanǰȱ0¤¦ȱ;§¨©DZȱ0®¤¥¢¤­ȱ/¤¬®¡ȱŗŜǯȱ4¤®­¢¸²ȱ,ǯ.ǯȱŗşŞŞǰȱ)¤Ĵ®­³ȱ'¥¤¸£¤¬DZȱ(¨§±ȱ4¡¬®§ȱ¡­¬ȱ4§§¢¤¯¤¥£ȱ£§ȱ6¤¥¤¯®-¢®§­ȱ¡­¬4¤¡³¡­ȱ0¤¦ȱ;§¨©DZȱ*®··§¸¨¤­¤ȱ$§§©¢ǯȱŗŜǯȱ4®¤ě¤¥ȱ4ǯȱǻŘŖŖŞǼǯȱSociologia mass-mediaǰȱ+¡ò®DZȱ2§¥®¨§±ǯŗŝǯȱ4§£¡¨®µȱ6ǰȱ+¥µôȱ2ǯȱǻŘŖŖŗǼǯȱ#©¯±¢°ªȱ²«¯¥«¡«£¥¯³ȱò¥ȱ²«©¨ª´®¡ȱ¨¢ȱ«¦¥©¥¢ǯȱ6¤§¨®¤ȱò®ȱ·¨¡¸£®¸´DZȱ+¡ò®DZȱ2§¥®¨§±ǯŗŞǯȱ5¸²¨§¤¬¤¨ȱ#ǯȱǻŘŖŖŖǼǯȱPresidential Debates-forty years of high-risk TVǰȱ0¤¦ȱ;§¨©DZȱ%§-¥µ±¹®¡ȱ7­®¯¤¨¢®£°ȱ2¨¤¢¢ǯŗşǯȱ5©¤¦¤¢ȱ'ǯ#ǯȱǻŘŖŖŝǼǯȱMessage Control.How News Is Made on the Presidential Campaign-Trailǰȱ0¤¦ȱ;§¨©DZȱ4§¦±¡­ȱǭȱ.®Ĵ¥¤ę¤¥¬ȱ2µ¹¥®¢²¤¨¢ǯȱWhat makes good advertising? 12 timeless principles based on the advice of famous advertising gurusÁrpád PAPP-VÁRYAssociate Professor, PhD Metropolitan University, BudapestMarketing DepartmentE-mail: [email protected]Abstract. What makes good advertising? It is an eternal topic with several opinions including online forums and people of the academia taking a stand. Some people think that there is a single answer to this question such as ”42” in The Hitchhiker’s Guide to the Galaxy by
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