{ "item_title" : "Those Who Shaped the Message - Why Great Advertisers Were Possible and Why They Rarely Are", "item_author" : [" Lexx Che "], "item_description" : "This book is part of the Advertising as Power series. At the same time, it stands as a fully independent work. Together, the three books in the series provide a structured examination of the history, conditions, and mechanisms through which advertising operates as a system of influence. Those Who Shaped the Message: Why Great Advertisers Were Possible - and Why They Rarely Are Now examines a question that is often avoided in the advertising industry: why certain figures in the twentieth century were able to shape culture through advertising in ways that appear almost impossible today. The book does not present a gallery of legendary personalities or inspirational stories about creative genius. Instead, it analyzes the structural conditions that once allowed individual advertisers to exert disproportionate influence over public attention, markets, and cultural narratives. Centralized media systems, limited communication channels, and concentrated cultural audiences created environments where messages could dominate entire societies. Under those conditions, influence appeared personal. In reality, it was structural. As media environments fragmented and communication networks expanded, those structural conditions began to disappear. The book traces this transformation and explains how influence moved from centralized broadcast systems to distributed networks governed by algorithms, platforms, and constant informational noise. In this new environment, the idea of the universally recognized advertising figure becomes increasingly rare. Rather than focusing on campaigns or industry anecdotes, the text examines advertising through the lenses of media structure, sociology of communication, and long-term shifts in attention economies. It places advertising inside broader systems of technological change, cultural transmission, and institutional power. The book is written for advertising professionals, senior marketers, brand strategists, CMOs, communication scholars, sociologists of media, business educators, MBA and marketing students, as well as anyone interested in understanding how influence actually functions within modern economic and cultural systems. Its primary value lies not in tactical advice but in structural understanding. By examining the conditions that once produced highly influential advertising figures, the book clarifies how persuasion operates within different media infrastructures and why the mechanisms of influence change as those infrastructures evolve. Ultimately, the book provides a framework for understanding advertising not as a collection of creative acts but as a recurring system shaped by technology, media architecture, and cultural attention.", "item_img_path" : "https://covers4.booksamillion.com/covers/bam/9/79/825/359/9798253593547_b.jpg", "price_data" : { "retail_price" : "22.99", "online_price" : "22.99", "our_price" : "22.99", "club_price" : "22.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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