Global Advertising in a Global Culture
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A01=Thomas H. P. Gould
Author_Thomas H. P. Gould
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Global Advertising
Global Communication
Global marketing
Product details
- ISBN 9780810886438
- Weight: 490g
- Dimensions: 160 x 235mm
- Publication Date: 16 Dec 2015
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Hardback
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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.
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).
