Global Advertising in a Global Culture
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-cha…
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Produktdetails
- ISBN: 978-0-8108-8643-8
- EAN: 9780810886438
- Produktnummer: 20739817
- Verlag: Rowman & Littlefield Publishers
- Sprache: Englisch
- Erscheinungsjahr: 2015
- Seitenangabe: 254 S.
- Masse: H23.5 cm x B15.7 cm x D1.9 cm 548 g
- Abbildungen: HC gerader Rücken kaschiert
- Gewicht: 548
Über den Autor
Thomas H.P. Gould is associate professor of Mass Communications at Kansas State University.
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