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Global Advertising, Attitudes, and Audiences (Paperback)
Loot Price: R1,643
Discovery Miles 16 430
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Global Advertising, Attitudes, and Audiences (Paperback)
Series: Routledge Advances in Management and Business Studies
Expected to ship within 12 - 17 working days
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Global Advertising, Attitudes and Audiences is a
post-Mcdonaldization view of marketing power, consumer pleasure,
and audience protest. The psychological process wherein consumers
actively make sense of advertising and branding and integrate them
with living is fundamentally important in thinking about their
responses to product sold on screen. This wide-ranging book draws
on forty years of media and marketing theory to present a precise
perception of that process, a seven stage model of 'moments' in
media marketing reception. Local understandings of global branding
and marketing content traveling-often from West to East-is the main
focus of Global Advertising, Attitudes and Audiences. Drawing from
diverse reception studies of creative consumption, Tony Wilson
develops a philosophical psychology of purchasing, testing theory
against shared consumer responses in online blogospheres and
offline interviews. Successive chapters interpret reception of
banking, fast food, national, telecommunications and university
global branding by Chinese, Indian and Islamic Malay consumers in
multi-cultural Malaysia, an Anglophone gateway to S.E. Asia. These
studies are used to illustrate how people view the 'worlds'
constructed by product branding.
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