Essentials of Contemporary Advertising or The Sinews of Power

Essentials of Contemporary Advertising

Author: William F Arens

Essentials of Contemporary Advertising, 1/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

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The Sinews of Power: War, Money and the English State, 1688-1783

Author: John Brewer

This powerful interpretation of English history provides a completely new framework for understanding how Britain emerged in the eighteenth century as a major international power. Brewers brilliant analysis makes clear that the drastic increase in Britain's military involvement (and success) in Europe and the expansion of her commercial and imperial interests would not have happened without a concurrent radical increase in taxation, along with a surge in deficit financing and the growth of a substantial public administration. Warfare and taxes reshaped the English economy, and at the heart of these dramatic changes lay an issue that is still very much with us today: the tension between a nation's aspirations to be a major power and fear of the domestic consequences of such an ambition—namely, the loss of liberty.

Booknews

Addressing the question of how Britain emerged in the 18th century as a major international power, Brewer's (Director of the Center for Seventeenth and Eighteenth Century Studies, UCLA) analysis reveals that the drastic increase in Britain's military involvement (and success) in Europe and the expansion of her commercial and imperial interests would not have happened without a concurrent radical increase in taxation, along with a surge in deficit financing and the growth of a substantial public administration. Annotation c. Book News, Inc., Portland, OR (booknews.com)