Global Advertising in a Global Culture

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Rowman & Littlefield, Dec 16, 2015 - Business & Economics - 254 pages
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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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Contents

Part 1 before 1993
1
Part 2 since 1993
25
3 Culture Transfer at Web Speed
47
4 Individualism in an Apps and Culture World
69
5 Apps and the Small Screen TV
101
6 Individualism and the Rise of the Global Consumer
121
7 Online Advertising and Risk Elitism and Gender
137
8 Children Consumed by Convergence via Apps
159
9 Education and Porous Cultural Borders
181
10 The Future of Eadvertising
199
11 One World Agency
219
About the Author
235
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About the author (2015)

Thomas H. P. Gould is professor of journalism and mass communications and chair of the advertising sequence at the A.Q. Miller School of Journalism and Mass Communications at Kansas State University. He is the author of Tracking Peer Review: Past, Present, and a Questionable Future (2012) and Creating the Academic Commons: Guidelines for Learning, Teaching, and Research (2011).