- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Global Advertising in a Global Culture
About this book
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.
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Information
Table of contents
- Title Page
- Preface
- Acknowledgments
- Introduction
- Global History of Advertising: Part 1, before 1993
- Global History of Advertising: Part 2, since 1993
- Culture Transfer at Web Speed
- Individualism in an Apps and Culture World
- Apps and the Small Screen TV
- Individualism and the Rise of the Global Consumer
- Online Advertising and Risk, Elitism, and Gender
- Children Consumed by Convergence via Apps
- Education and Porous Cultural Borders
- The Future of E-advertising
- One World Agency
- Index
- About the Author
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Yes, you can access Global Advertising in a Global Culture by Thomas H. P. Gould in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.