Global advertising in a global culture / Thomas H.P. Gould.

Format:

Book

Author/Creator:

Gould, Thomas H. P., 1953-2016, author.

Language:

English

Subjects (All):

Advertising--History.

Advertising.

History.

Internet advertising.

Globalization--Social aspects.

Globalization.

Culture and globalization.

Genre:

History.

Physical Description:

xvii, 235 pages ; 24 cm

Place of Publication:

Lanham : Rowman & Littlefield, [2016]

Summary:

Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of transglobal cultural change. He 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 microspace. 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. Book jacket.

Contents:

Acknowledgments

Introduction

Global history of advertising, part one (prior to 1993)

Global history of advertising, part two (1993 and after)

Culture transfer at web speed

Individualism in an apps and culture world

Apps and the small screen tv

Individualism and the rise of the global consumer

Online advertising and risk, elitism, and gender

Children consumed by convergence via apps

Education and porous cultural borders

The future of e-advertising

One world agency : governments and advertising, states and consumerism

Index

About the author.

Notes:

Includes bibliographical references and index.

ISBN:

9780810886438

081088643X

OCLC:

921821764