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Global Advertising in a Global Culture
Thomas H. P. Gould
出版Rowman & Littlefield, 2015-12-16
主題Business & Economics / International / MarketingBusiness & Economics / Advertising & PromotionLanguage Arts & Disciplines / Communication StudiesBusiness & Economics / Business Communication / GeneralSocial Science / Media Studies
ISBN08108864489780810886445
URLhttp://books.google.com.hk/books?id=_rRnCgAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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.