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Global Advertising in a Global Culture on Hardback by Thomas H. P. Gould
Global Advertising in a Global Culture on Hardback by Thomas H. P. Gould
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Global Advertising in a Global Culture

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Description

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.

Author Biography:

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).
Release date Australia
December 16th, 2015
Audience
  • Professional & Vocational
Illustrations
Illustrations, unspecified; Tables
Pages
254
Dimensions
160x235x21
ISBN-13
9780810886438
Product ID
24022987

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