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Global Advertising in a Global Culture
Engelsk Hardback
Global Advertising in a Global Culture
Engelsk Hardback

978 kr
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Om denne bog
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.
Product detaljer
Sprog:
Engelsk
Sider:
254
ISBN-13:
9780810886438
Indbinding:
Hardback
Udgave:
ISBN-10:
081088643X
Kategori:
Udg. Dato:
16 dec 2015
Længde:
28mm
Bredde:
237mm
Højde:
161mm
Forlag:
Rowman & Littlefield
Oplagsdato:
16 dec 2015
Forfatter(e):
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