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    Just doing it. The New Asian Century: A History of Advertising
    Just doing it. The New Asian Century: A History of Advertising
    Just doing it. The New Asian Century: A History of Advertising
    Ebook118 pages1 hour

    Just doing it. The New Asian Century: A History of Advertising

    By Pia Elliott

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    About this ebook

    The incredible story of the Asian advertising
    The Chinese city where famous paintings are faked, the chicken sandwich that introduced McDonald’s to the Indian subcontinent, a successful advertising campaign for a beer that does not even exist… These and much more peculiar, funny and extremely relevant stories help to define the development of marketing in the Asian continent: a new frontier, where absolutely nothing that has been accepted in the West for years, can be given for granted. Where the American established giants of advertising had to turn their logics upside down, and redesign any approaches to meanings and trends, to find the right key to the market. .Just Doing It – The New Asian Century is the spontaneous prosecution of the first book abut the 100 personalities in the world who have changed the history of Advertising: two lively, engaging books, addressed both to professionals (as Pia Elliott) and the curios ones.
    ABOUT THE AUTHOR: Pia Elliott worked as a copywriter in multiple international advertising agencies before co-founding Promos Italia (which would go on to become part of BBDO). Her agency became a school for some of the most creative copywriters and art directors in Italian advertising. Later on in her life Pia Elliott focused her attention towards Institutions. She coordinated many communication campaigns for the European Union, even spearheading the public service announcements introducing the Euro as common currency. Nowadays Mrs. Elliott spends her time writing about advertising, teaches University-level courses and seminars, and is working on a biography regarding a select few of contemporary and historical musician
    LanguageEnglish
    PublisherAlkemia Books
    Release dateJan 26, 2015
    ISBN9788898191284
    Just doing it. The New Asian Century: A History of Advertising

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      Book preview

      Just doing it. The New Asian Century - Pia Elliott

      Gossage

      time line

      KEY EVENTS OF MODERN INDIA AND CHINA.

      The timeline of Book 2 is conceptually different from that of Book 1. Regarding the Asian continent, and in particular India and China discussed in Book 2, only the succession of historical events can help us to understand better the evolution of the economy, marketing and communication. To make the sequence of events even clearer, India and China are treated separately.

      MODERN

      INDIA

      1947

      In July 1947, the Indian Independence Act ratifies the separation of India from Britain and the birth of the Indian Union, consisting of India and Pakistan as independent states within the Commonwealth. Pakistan is a state with a Muslim majority, while India remains predominantly Hindu. The geographical division not only does not resolve the conflicts between the two countries but on the contrary goes on to cause riots, violence, and more than one war for the annexation of the Kashmir region to the one or the other country.

      1948

      On January 30, Mohandas Karamchand Gandhi, better known by the name of Mahatma, is assassinated by a Hindu nationalist fanatic, Nathram Godse. The title of Mahatma (Sanskrit for great soul) was given to him by the poet Rabindranath Tagore (1861-1941, Nobel Prize for Literature in 1913).

      1950

      On January 26, Republic Day, the new Constitution comes into force, making India a sovereign state. Republic Day is one of the country’s national holidays.

      1951

      First democratic elections, won by Jawaharlal Nehru (1889-1964), first Prime Minister of India and central figure in Indian politics. The establishment of modern India as nation-state and democratic republic, secular and socialist is the work of Jawaharlal Nehru, who will lead India until his death, father of Indira Gandhi and maternal grandfather of Rajiv Gandhi, later to become Indian prime ministers themselves.

      1961

      Die, Daman and Goa, former Portuguese colonies (Portoguese India), are annexed to India through military action. Portugal will recognize the annexation only in 1975, after the Carnation Revolution and the end of the Salazar regime.

      1962

      The conflict between India and Pakistan for the annexation of Kashmir rekindles, while China claims ownership of the Aksai Chin, a territory considered integral part and natural border of China. Hostilities break out in October 1962 when the Indian Army, in an attempt to push the Chinese back beyond the border, is overpowered by the Chinese army.

      1964

      Death of Prime Minister Jawaharlal Nehru.

      1965

      New conflict between India and Pakistan over Kashmir.

      1966

      The daughter of Nehru, Indira Gandhi, becomes prime minister.

      1971

      Third war with Pakistan. The hostilities lead to the formation of Bangladesh, formerly East Pakistan.

      India signs a twenty-year treaty of friendship with the Soviet Union.

      1974

      First experiments with underground nuclear explosions.

      1975

      Indira Gandhi declares a state of emergency as the result of allegations of electoral fraud. At least a thousand opponents are imprisoned when a program of compulsory birth control is introduced (it will remain in force until

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