Global Advertising in a Global Culture (Hardcover)

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.

General

Imprint:	Rowman & Littlefield Publishers
Country of origin:	United States
Release date:	December 2015
Authors:	Thomas H P Gould
Dimensions:	235 x 160 x 21mm (L x W x T)
Format:	Hardcover
Pages:	254
ISBN-13:	978-0-8108-8643-8
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Business & management > Business communication & presentation > General
LSN:	0-8108-8643-X
Barcode:	9780810886438

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