Global Advertising, Attitudes, and Audiences

ISBN: 9780415860895
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$69.99
SKU:
9780415860895
Minimum Purchase:
25 units
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Minimum Order: 25 copies per title

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Overview

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.

This book title, Global Advertising, Attitudes, and Audiences, ISBN: 9780415860895, by Tony Wilson, published by Taylor & Francis (September 3, 2013) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.

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Product Details

Author:
Tony Wilson
Format:
Paperback
Pages:
182
Publisher:
Taylor & Francis (September 3, 2013)
Language:
English
ISBN-13:
9780415860895
Weight:
8.875oz
Dimensions:
6" x 9"
File:
TAYLORFRANCIS-TayFran_240522045857647-20240522.xml
Folder:
TAYLORFRANCIS
List Price:
$69.99
Series:
Routledge Advances in Management and Business Studies
Case Pack:
55
As low as:
$61.59
Publisher Identifier:
P-CRC
Discount Code:
H
Audience:
College/higher education
Country of Origin:
United States
Pub Discount:
30

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