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Global Advertising, Attitudes, and Audiences
Engelsk
Bogcover for Global Advertising, Attitudes, and Audiences af Tony Wilson, 9780415860895
Specifikationer
Sprog:
Engelsk
Sider:
182
ISBN-13:
9780415860895
Indbinding:
Paperback
ISBN-10:
041586089X
Kategori:
Udg. Dato:
3 sep 2013
Størrelse i cm:
22,9 x 15,2
Oplagsdato:
3 sep 2013
Forfatter(e):
Genre:

Global Advertising, Attitudes, and Audiences

Engelsk
Paperback 2013
Format:

Bog beskrivelse

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate them with living is fundamentally important in thinking about their responses to product sold on screen. This wide-ranging book draws on forty years of media and marketing theory to present a precise perception of that process, a seven stage model of ''moments'' in media marketing reception.

Local understandings of global branding and marketing content traveling—often from West to East—is the main focus of Global Advertising, Attitudes and Audiences. Drawing from diverse reception studies of creative consumption, Tony Wilson develops a philosophical psychology of purchasing, testing theory against shared consumer responses in online blogospheres and offline interviews. Successive chapters interpret reception of banking, fast food, national, telecommunications and university global branding by Chinese, Indian and Islamic Malay consumers in multi-cultural Malaysia, an Anglophone gateway to S.E. Asia. These studies are used to illustrate how people view the ''worlds'' constructed by product branding.

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Specifikationer
Sprog:
Engelsk
Sider:
182
ISBN-13:
9780415860895
Indbinding:
Paperback
ISBN-10:
041586089X
Kategori:
Udg. Dato:
3 sep 2013
Størrelse i cm:
22,9 x 15,2
Oplagsdato:
3 sep 2013
Forfatter(e):
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