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Global Advertising in a Global Culture

Name: Global Advertising in a Global Culture
Brand: Rowman & Littlefield
SKU: 03019088
Price: 110.89 EUR
Availability: InStock
Author: Thomas H. P. Gould
ISBN: 9780810886438

Thomas H. P. Gould

Lingua

Inglese

Libro Rigido

Codice Libristo: 03019088

Casa editrice Rowman & Littlefield, dicembre 2015

Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary dri... Descrizione completa

Codice Libristo: 03019088

271 b

110.89 €

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Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of trans-global cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as such, it not only builds consumer demand to open new markets but also changes consumer expectations and values. At the same time, the evolution of increasingly targeted mobile and social marketing is transforming local and regional cultures into a new mix of global branding and individualized micro-space. Gould examines how advertising professionals negotiate these rocky and quickly-changing cultural terrains. He also explores how advertising-an increasingly global form of communication-is becoming a platform for change at the individual level, and as a direct consequence, at the social and political levels.