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Anglický jazyk
Global Advertising in a Global Culture
Autor: Thomas H. P. Gould
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;... Viac o knihe
Na objednávku
129.33 €
bežná cena: 143.70 €
O knihe
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.
- Vydavateľstvo: Rowman & Littlefield Publishers
- Rok vydania: 2015
- Formát: Hardback
- Rozmer: 235 x 157 mm
- Jazyk: Anglický jazyk
- ISBN: 9780810886438
