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"Technics and Civilization" first presented its compelling history of the machine and critical study of its effects on civilization in 1934 - before television, the personal computer, and the Internet even appeared on our periphery. Drawing upon art, science, philosophy, and the history of culture, Lewis Mumford explained the origin of the machine age and traced its social results, asserting that the development of modern technology had its roots in the Middle Ages rather than the Industrial Revolution. Mumford sagely argued that it was the moral, economic, and political choices we made, not the machines that we used, that determined our industrially driven economy. Equal parts powerful history and polemic, "Technics and Civilization" was the first comprehensive attempt in English to portray the development of the machine age over the last thousand years - and to predict the pull the technological still holds over us today.

The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired Technics and Civilization download PDF a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads. Creativity is still king, but this new edition contains: * Important new chapters and updates that bring Whipple into the new digital world * New content and examples for how to use social media and other emerging platforms * Illustrate what's changing in the new world of advertising and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.

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Author: Lewis Mumford,Langdon Winner
Number of Pages: 522 pages
Published Date: 30 Nov 2010
Publisher: The University of Chicago Press
Publication Country: Chicago, IL, United States
Language: English
ISBN: 9780226550275
Download Link: Click Here
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