How advertising works is not a question that has a simple answer. Advertising is a diverse entity and different campaigns work (or fail to work) in a plethora of different ways. Most advertising persuades people to buy things, but how? And who does it aim to persuade? And how are these decisions made? In this Very Short Introduction Winston Fletcher, an expert with extensive knowledge of advertising from the inside, aims to answer these questions, and in doing so, dispels some of the myths and misunderstandings surrounding the industry.

Few Americans and even fewer citizens of other nations understand the electoral process in the United States. Still fewer understand the role played by political parties in the electoral process or the ironies within the system. Participation in elections in the United States is much lower than in the vast majority of mature democracies. Perhaps this is because of the lack of competition in a country where only two parties have a true chance of winning, despite the fact that a large number of citizens claim allegiance to neither and think badly of both.

The contribution of the Ancient Greeks to modern western culture is incalculable. In the worlds of art, architecture, myth, literature, and philosophy, the world we live in would be unrecognizably different without the formative influence of Ancient Greek models. Ancient Greek civilization was defined by the city - in Greek, the polis, from which we derive 'politics'. It is above all this feature of Greek civilizationthat has formed its most enduring legacy, spawning such key terms as aristocracy, oligarchy, tyranny and - last but by no means least - democracy.

This highly original and sophisticated look at architecture helps us to understand the cultural significance of the buildings that surround us. It avoids the traditional style-spotting approach in favour of giving an idea of what it is about buildings that moves us, and what it is that makes them important artistically and culturally. The book begins by looking at how architecture acquires meaning through tradition, and concludes with the exoticism of the recent avant garde. Illustrations of particular buildings help to anchor the general points with specific examples, from ancient Egypt to the present day.

This clear and concise new introduction examines all the major debates and issues using a wide range of well-known examples. It discusses the challenge of using verbal and written language to analyse a visual form.Dana Arnold also examines the many different ways of writing about art,and the changing boundaries of the subject of art history. Topics covered include the canon of Art History, the role of the gallery, 'blockbuster' exhibitions, the emergence of social histories of art (Feminist Art History or Queer Art History, for example), the impact of photography, and the development of Art History using artefacts such as the altarpiece, the portrait, or pornography, to explore social and cultural issues such as consumption, taste, religion, and politics.

Praised as "suave, soulful, ebullient" (Tom Waits) and "a meticulous researcher, a graceful writer, and a committed contrarian" (New York Times Book Review), Elijah Wald is one of the leading popular music critics of his generation. In The Blues, Wald surveys a genre at the heart of American culture.
It is not an easy thing to pin down. As Howlin' Wolf once described it, "When you ain't got no money and can't pay your house rent and can't buy you no food, you've damn sure got the blues." It has been defined by lyrical structure, or as a progression of chords, or as a set of practices reflecting West African "tonal and rhythmic approaches," using a five-note "blues scale." Wald sees blues less as a style than as a broad musical tradition within a constantly evolving pop culture. He traces its roots in work and praise songs, and shows how it was transformed by such professional performers as W. C. Handy, who first popularized the blues a century ago. He follows its evolution from Ma Rainey and Bessie Smith through Bob Dylan and Jimi Hendrix; identifies the impact of rural field recordings of Blind Lemon Jefferson, Charley Patton and others; explores the role of blues in the development of both country music and jazz; and looks at the popular rhythm and blues trends of the 1940s and 1950s, from the uptown West Coast style of T-Bone Walker to the "down home" Chicago sound of Muddy Waters. Wald brings the story up to the present, touching on the effects of blues on American poetry, and its connection to modern styles such as rap.

Considers all aspects of the British Empire - military, social, cultural, and its legacy. Hugely important topic with modern-day resonance and influence. Explores how the British Empire became so powerful and far-reaching. Looks at how the Empire was ruled and the effects on the colonies. Examines the legacy and mark of rule it has left on the world today.

Tony Wright's Very Short Introduction to British Politics is an interpretative essay on the British political system, rather than merely an abbreviated textbook on how it currently works. He identifies key characteristics and ideas of the British tradition, and investigates what makes British politics distinctive, while emphasizing throughout the book how these characteristics are reflected in the way the political system actually functions. Each chapter is organized around a key theme, such as the constitution or political accountability, which is first established and then explored with examples and illustrations. This in turn provides a perspective for a discussion of how the system is changing, looking in particular at devolution and Britain's place in Europe.

New to this Edition: Considers the evolution and impact of coalition politics in Britain. Includes updates on the impact of issues such as immigration and terrorism, parliamentary scandal, and the financial crash. Considers the evolution of devolution. Looks at the fall of New Labour, the arrival of David Cameron, and the concept of 'big society' thinking. Explores the future of British politics in light of the current government. Updated further reading section.

After surviving the fifth century fall of the Western European Roman Empire, the Byzantine Empire flourished as one of the most powerful economic, cultural, and military forces in Europe for a thousand years.In this Very Short Introduction Peter Sarris introduces the reader to the unique fusion of Roman political culture, Greek intellectual tradition and Christian faith that took place in the imperial capital of Byzantium under the emperor Constantine and his heirs. Using examples from Byzantine architecture, art and literature, Sarris shows how their legacy was re-worked and re-invented in the centuries ahead, in the face of external challenges and threats. Charting the impact of warfare with the Persian and Islamic worlds to the east, Sarris explores the creativity of Byzantine statecraft and strategy, as well as the empire's repeated (but ultimately forlorn) attempts to enlist aid from the Christian powers of Western Europe to ensure its survival.

No political concept is more used, and misused, than that of democracy. Nearly every regime today claims to be democratic, but not all 'democracies' allow free politics, and free politics existed long before democratic franchises. This book is a short account of the history of the doctrine and practice of democracy, from ancient Greece and Rome through the American, French, and Russian revolutions, and of the usages and practices associated with it in the modern world. It argues that democracy is a necessary but not a sufficient condition for good government, and that ideas of the rule of law, and of human rights, should in some situations limit democratic claims.

Economics has the capacity to offer us deep insights into some of the most formidable problems of life, and offer solutions to them too. Combining a global approach with examples from everyday life, Partha Dasgupta describes the lives of two children who live very different lives in different parts of the world: in the Mid-West USA and in Ethiopia. He compares the obstacles facing them, and the processes that shape their lives, their families, and their futures.

Most comprehensive and authoritative short guide to the eighteenth-century Britain. Highly acclaimed text, first published in the best-selling The Oxford Illustrated History of Britain. Revised and updated for this edition. Indispensable for students and general readers.

Written by acclaimed scholar and biographer Jonathan Bate. An essential buy for A-Level and undergraduate students of English Literature. Considers why literature matters, how narrative works, and what is distinctly English about English literature. Looks at the three main kinds of imaginative literature, namely English poetry, English drama, and the English novel. Uses many well-known examples to demonstrate throughout.

Since the second edition of this popular Very Short Introduction published in 2007, the world has faced huge economic and political change. Showing how and why the EU has developed from 1950 to the present day, John Pinder and Simon Usherwood cover a range of topics, including the Union's early history, the workings of its institutions and what they do, the interplay between 'eurosceptics' and federalists, and the role of the Union beyond Europe in international affairs and as a peace-keeper.

Fashion is a dynamic global industry that plays an important role in theeconomic, political, cultural, and social lives of an international audience. It spans high art and popular culture, and plays a significant role in material and visual culture. This book introduces fashion's myriad influences and manifestations. Fashion is explored as a creative force, a business, and a means of communication. From Karl Lagerfeld's creative reinventions of Chanel's iconic style to the multicultural reference points of Indian designer Manish Arora, from the spectacular fashion shows held in nineteenth century department stores to the mix-and-match styles of Japanese youth, the book examines the ways that fashion both reflects and shapes contemporary culture

Sigmund Freud (1856-1939) revolutionized the way in which we think about ourselves. From its beginnings as a theory of neurosis, Freud developedpsycho-analysis into a general psychology which became widely accepted as the predominant mode of discussing personality and interpersonal relationships.

Takes a global look at the wealth and economic history of countries around the world. Uses historical examples to show the strengths and weaknesses of state intervention in the economy. Considers the various factors that influence economic growth, including culture, institutions, technology, the natural environment, income distribution, and the standard of living. Exposes the historical processes that have created the unequal world we live in today. Considers recent developments such as the 'great divergence' debate and empricial studies of economic growth by economists.

Globalization has become one of the defining buzzwords of our time--a term that describes a variety of complex economic, political, cultural, ideological, and environmental forces that are rapidly altering our experience of the world. In clear, accessible language, Manfred B. Steger goes beyond a narrow economic focus to cover all the major causes and consequences of globalization as well as the hotly contested question of whether globalization is, ultimately, a good or a bad thing. This new edition has been fully updated, incorporating all the major global developments in the past four years, including the 2008-2010 global financial crisis, the 2011 Japanese earthquake, tsunami, and nuclear disaster, the 2011 killing of Osama bin Laden, the on-going revolutions in the Middle East, and the rise of social networking such as Facebook and Twitter. The book also examines political movements both for and against globalization, from WTO protests to the rise in global jihadism; considers such concepts as "Americanization" and "McDonaldization"; and explores the role of the media and communication technologies in the process of cultural globalization. Finally, Steger explains in accessible language the connection between economic globalization and multinational corporations, World Bank, International Monetary Fund, and the World Trade Organization.

The most up-to-date introduction to the subject available, includes Homo floresiensis (nick-named 'the Hobbit'). Explains where modern humans fit in the Tree of Life. Connects the fossil evidence with the genetic evidence. Wood provides an 'insiders view' of paleoanthropology, explaining how fossils are found, analyzed, and why they are interpreted in different ways. Includes lively sketches of the characters, past and present, in human evolution research. Explains the functions of geochronology and paleoclimatology.

From the controversial incarceration of prisoners at Guantanamo Bay, to the brutal ethnic cleansing being practiced in Darfur, to the widespread denial of equal rights to women in many areas of the world, human rights violations are a constant presence in the news and in our lives. Taking an international perspective, and focusing on highly topical issues such as torture, arbitrary detention, privacy, health, and discrimination, this Very Short Introduction will help readers to understand for themselves the controversies and complexities behind this vitally relevant issue. Looking at the philosophical justification for rights, the historical origins of human rights and how they are formed in law, Andrew Clapham explains what our human rights actually are, what they might be, and where the human rights movement is heading.

Demonstrates how innovation is used to create wealth, productivity growth, and improved quality of life. Looks at the process of innovation, the ways organizations use their resources to innovate, and the eventual outcomes of innovation. Explains why failure in innovation is so common but at the same time so necessary. Examines how the innovation process is being stimulated by new technologies such as the internet.

Covering topics such as foreign policy, the world economy, and globalization, this Very Short Introduction exemplifies the many disciplines that come together in the study of international events. Discussing not only the main academic theories, but also the practical problems and issues, Wilkinson considers key normative questions, such as how the international state system might be reformed so that international relations are improved.

Law is at the heart of every society, protecting rights, imposing duties, and establishing a framework for the conduct of almost all social, political, and economic activity. Despite this, the law often seems a highly technical, perplexing mystery, with its antiquated and often impenetrable jargon, obsolete procedures, and endless stream of complex statutes and legislation. In this Very Short Introduction Raymond Wacks introduces the major branches of the law, describing what lawyers do, and how courts operate, and considers the philosophy of law and its pursuit of justice, freedom, and equality.

Revised and updated, including new material about the 'death of theory'; the links between the theory of narrative and cognitive science; trauma theory; and ecocriticism, as well as a new chapter on 'Ethics and Aesthetics'. A short and clear exposition of a notoriously difficult subject matter. Instead of offering summaries of theories, it explores particular problems and approaches to solving them, including aspects of language, identity, and meaning. Jonathan Culler is an extremely lucid commentator, much admired in the field of literary theory. An understanding of literary theory is useful to students of any literature, making this an excellent introduction for literature undergraduates.

Machiavelli's recommendation for the conduct of political leaders hold an enduring fascination. His best-known work,The Prince is still widely read. Quentin Skinner's introduction has been praised as 'compulsive reading'.

John Hendry, a leading management scholar, looks at the nature and practice of Management in this Very Short Introduction. Tracing the development of management over the last century, he looks not only at what managers do, but also provides an insight to modern management theory. He considers the influences of national and organizational culture, the relationship between power and domination, managing in different cultures, approaches to management, and at the accountability of managers and morality.

Medical law is concerned with our bodies, and what happens to them during and after our lives. When things go wrong with our bodies, we want to know what our rights are, and what governs the conduct of the clinicians into whose hands we put our lives and limbs. Dealing with matters of life and death, it can therefore have a fundamental impact on medical practice.Headlines in the media often involve the core issues of medical law - organ transplantation, abortion, withdrawal of treatment, euthanasia, confidentiality, research on humans - these are topics that affect us all.

Most comprehensive and authoritative short guide to Medieval Britain. Highly acclaimed text, first published in the best-selling The Oxford Illustrated History of Britain. Revised and updated for this edition. Indispensable for students and general readers.

Public interest in modern art continues to grow, as witnessed by the spectacular success of the Tate Modern in London and the Bilbao Guggenheim. Modern Art: A Very Short Introduction engages general readers, offering them not only information and ideas about modern art, but also explaining its contemporary relevance and history. The book focuses on interrogating the idea of "modern" art by asking such questions as: What makes a work of art qualify as modern, or fail to? How has this selection been made? What is the relationship between modern and contemporary art? Is "postmodernist" art no longer modern, or just no longer modernist? In either case, why--and what does this claim mean, both for art and the idea of "the modern?"Cottingham examines many key aspects of this subject, including the issue of controversy in modern art, from Manet's Dejeuner sur L'Herbe (1863) to Picasso's Les Demoiselles, and Tracey Emin's Bed (1999). He also looks at the role of the dealer from the main Cubist art dealer Kahnweiler, to Charles Saatchi.

A rich and up-to-date account of this intellectual giant, and of the forces which shaped his life and thought. Explains and introduces Newton's scientific studies in fields ranging from physics, astronomy, and mathematics, to alchemy. Provides a complete picture of Newton by examining his controversial theological beliefs and his politics. Discusses Newton's legacy today - both in the scientific world and beyond. Uses previously unpublished private writings and manuscript sources to present a pithy exploration of Newton's complex character.

Most comprehensive and authoritative short guide to nineteenth-century Britain. Highly acclaimed text, first published in the best-selling The Oxford Illustrated History of Britain. Revised and updated for this edition. Indispensable for students and general readers.

In this provocative but balanced essay, Kenneth Minogue discusses the development of politics from the ancient world to the twentieth century.He prompts us to consider why political systems evolve, how politics offers both power and order in our society, whether democracy is always a good thing, and what future politics may have in the twenty-first century.

Some would argue that scarcely a day passes without a new assault on our privacy. In the wake of the whistle-blower Edward Snowden's revelations about the extent of surveillance conducted by the security services in the United States, Britain, and elsewhere, concerns about individual privacy have significantly increased. The Internet generates risks, unimagined even twenty years ago, to the security and integrity of information in all its forms.The manner in which information is collected, stored, exchanged, and used has changed forever; and with it, the character of the threats to individual privacy. The scale of accessible private data generated by the phenomenal growth of blogs, social media, and other contrivances of our information age pose disturbing threats to our privacy. And the hunger for gossip continues to fuel sensationalist media that frequently degrade the notion of a private domain to which we reasonably lay claim.In the new edition of this Very Short Introduction, Raymond Wacks looks at all aspects of privacy to include numerous recent changes, and considers how this fundamental value might be reconciled with competing interests such as security and freedom of expression.

Quantum Theory is the most revolutionary discovery in physics since Newton. This book gives a lucid, exciting, and accessible account of thesurprising and counterintuitive ideas that shape our understanding of the sub-atomic world. It does not disguise the problems of interpretation that still remain unsettled 75 years after the initial discoveries. The main text makes no use of equations, but there is a Mathematical Appendix for those desiring stronger fare.

Peter Salway's Very Short Introduction to Roman Britain weaves together the results of archaeological investigation and historical scholarship in a rounded and highly readable concise account. He charts life in Roman Britain from the first Roman invasion under Julius Caesar to the final collapse of the Roman Empire in the West around AD 500.

Rather than presenting a conventional chronology of Russian literature, Russian Literature: A Very Short Introduction explores the place and importance in Russian culture of all types of literature. How and when did a Russian national literature come into being? What shaped its creation? How have the Russians regarded their literary language? The book uses the figure of Pushkin--'the Russian Shakespeare'--as a recurring example, as his work influenced every Russian writer who came after him, whether they wrote prose or verse. It furthermore examines why Russian writers are venerated, how they've been interpreted inside Russia and beyond, and the influences of the folk tale tradition, orthodox religion, and the West.

A clear introduction to Shakespeare's plays, this volume examines them in detail and shows how Shakespeare dramatized moral and intellectual issues in such a way that his audience became dazzlingly aware of an imaginative dimension to daily life. Germaine Greer argues that as long as Shakespeare's work remains central to English cultural life, it will retain the values which make it unique in the world.

Steve Bruce conveys the essence of the field of sociology in this fascinating volume. A well-known populizer of the discipline, Bruce presents here an introduction to a way of thinking that will appeal to anyone interested in deepening their understanding of modern society.Bruce reasserts the value of sociology as a social science, as a framework of understanding the human condition that grounds its explanations in reliable observations of the real world. Drawing on studies of social class, crime and deviance, work in bureaucracies, and changes in religious and political organizations, Bruce explores the tension between the individual's role in society and society's role in shaping the individual. Sociology: A Very Short Introduction demonstrates the value of sociology as a perspective for understanding the modern world.

The Great Fire, the Black Death, flip-flopping religious persecution, the overthrow and reinstatement of the monarchy. The Stuart Britain era, a notch on the timeline spanning roughly 1603-1714, is one of the most interesting times in the history of Britain. John Morrill's Stuart Britain: A Very Short Introduction brings us the major events, characters, and issues of the day. Special attention is given to the defeat King Charles I by the Parliamentary Army, and the successive waves of authoritarian Puritan, Protestant and Catholic rule which followed. Vividly illustrated and full of intriguing details, this is an ideal introduction a fascinating time.

Symmetry is an immensely important concept in mathematics and throughout the sciences. In this Very Short Introduction, Ian Stewart demonstrates symmetry's deep implications, showing how it even plays a major role in the current search to unify relativity and quantum theory. Stewart, a respected mathematician as well as a widely known popular-science and science-fiction writer, brings to this volume his deep knowledge of the subject and his gift for conveying science to general readers with clarity and humor. He describes how symmetry's applications range across the entire field of mathematics and how symmetry governs the structure of crystals, innumerable types of pattern formation, and how systems change their state as parameters vary. Symmetry is also highly visual, with applications that include animal markings, locomotion, evolutionary biology, elastic buckling, waves, the shape of the Earth, and the form of galaxies. Fundamental physics is governed by symmetries in the laws of nature--Einstein's point that the laws should be the same at all locations and all times.

An exploration of one of the most unique constitutional arrangements in the world.Considers the scope and nature of the British constitution. Explores the challenges that have been generated by the British approach. Examines the future prospects of the British constitution, in a changing and ever-changing political environment. Part of the bestselling Very Short Introduction series

Explains the life-cycle of the cell from division to death, outlining why and how this happens. From bacteria to mammals the authors discuss the structure, functions, varieties, and evolution of all cells. Looks at how similar the architectural structures of cellular organization is across the entire plant and animal kingdoms throughout the living world.

The monarchs of the Tudor period are among some of the most well-known figures in British history. John Guy presents a compelling and fascinating exploration of the Tudors in the new edition of this Very Short Introduction. Looking at all aspects of the period, from beginning to end, he considers Tudor politics, religion, and economics, as well as issues relating to gender and minority rule, and the art, architecture, and social and material culture of the time. Introducing all of the key Tudor monarchs, Guy considers the impact the Tudor period had not only at the time, but also the historical legacy it left behind.

The last century has been a tumultuous one for the culture and politics of Britain. Kenneth Morgan's Twentieth-Century Britain is a crisp analysis of the forces of consensus and conflict that have existed in Britain since the First World War. Using a wide variety of sources, including the records of political parties and recently released documents from Britain's Public Records Office, Kenneth Morgan covers the full scope of Britain's modern history while drawing thought-provoking comparisons with the post-war history of other nations. This penetrating analysis by a leading twentieth-century historian makes for fantastic reading for anyone interested in the development of modern Britain.

The United Nations has been called everything from "the best hope of mankind" to "irrelevant" and "obsolete." With this much-needed introduction to the UN, Jussi Hanhimäki engages the current debate over the organizations effectiveness as he provides a clear understanding of how it was originally conceived, how it has come to its present form, and how it must confront new challenges in a rapidly changing world.