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200522s2017 flu ob 001 0 eng d |
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|a 9781633536081
|q (ebook)
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|a 1633536084
|q (ebook)
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|a (OCoLC)1155200429
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|a (OCoLC)on1155200429
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|a U@S
|b spa
|c U@S
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|a U@SA
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|a HM1206
|b .S39 2017eb
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| 099 |
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|a Recurso electrónico en INTERNET
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| 100 |
1 |
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|a Schwartz, Tony,
|d 1952-
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| 245 |
1 |
4 |
|a The responsive chord
|h [recurso electrónico] :
|b how media manipulate you : what you buy, who you vote for, and how you think /
|c Tony Schwartz ; [prólogo de John Carey]
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| 250 |
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|a 2nd ed.
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| 260 |
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|a Coral Gables, FL :
|b Mango,
|c 2017.
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| 300 |
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|a 1 recurso en línea (xxiii, 169 p.)
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| 516 |
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|a Libro electrónico.
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| 500 |
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|a Título tomado de la pantalla de presentación (visto 22 de mayo de 2020)
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| 500 |
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|a Editado originalmente: New York : Anchor Press, 1973.
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| 538 |
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|a Modo de acceso: Disponible en línea a través de Internet.
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| 504 |
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|a Incluye referencias bibliograficas e índice.
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| 505 |
0 |
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|a Additional online materials -- Foreword to the second edition -- Introduction -- The resonance principle in communication -- How to strike a responsive chord -- The new communications environment -- Hard sell, soft sell, deep sell -- The inside of the outside -- Education in the global village -- Sounds in the city -- Some applications -- Postscript.
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| 520 |
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|a "The essential guide to how media shape our lives. By the creator of the most talked about political ad in television history. Tony Schwartz, the man the New York Times called the "king of sound," drew on his unrivaled wealth of experience in the communications industry, to give us The Responsive Chord, an engaging read and one of the seminal books on media. Through his decades of work, Schwartz came to understand that most advertisers, politicians, and educators--in fact, most all of us--use a model of communication long outmoded by the coming of electronic media. In The Responsive Chord, he shows us how this model has made us blind to many of the inner workings of modern communication. He explains how audio and visual material can be used to create "resonance" with an audience. His "resonance principle" explains that the meaning of an ad (or any other stimulus) is not present in the ad itself but rather in how the ad relates to the vast array knowledge and associations--both factual and emotional--already held in the mind of the viewer. Thus, audience members do not merely digest a message; they are an essential force in creating it. The implications for anyone looking to impart a message or influence decisions are enormous. And with so many people these days getting their information through social media and "fake news" sites, it is crucial that we understand the strong forces by which these outlets act upon us and, yes, manipulate our ideas and actions." --Descripción del editor.
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| 650 |
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|a Communication
|x Social aspects.
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| 650 |
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|a Advertising
|x Psychological aspects.
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| 650 |
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7 |
|a Comunicación
|x Aspectos sociales.
|2 UDESA
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| 650 |
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7 |
|a Publicidad
|x Aspectos psicológicos.
|2 UDESA
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| 856 |
4 |
0 |
|z Solo para usuarios autorizados, un solo acceso simultáneo
|u https://ebookcentral.proquest.com/lib/sanandres/detail.action?docID=5199340
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