eBook - ePub

Global Advertising in a Global Culture

Name: Global Advertising in a Global Culture
Author: Thomas H. P. Gould

Thomas H. P. Gould,

English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Global Advertising in a Global Culture

Thomas H. P. Gould,

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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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 one million books available in our catalogue for you to explore.