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Advertising, the Media and Globalisation

2012-05-31 Business & Economics
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Release : 2012-05-31
Genre : Business & Economics
Kind : eBook
Book Rating : 979/5 ( reviews)

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Book Synopsis Advertising, the Media and Globalisation by : John Sinclair

Download or read book Advertising, the Media and Globalisation written by John Sinclair. This book was released on 2012-05-31. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a critical, empirically-grounded and contemporary account of how advertisers and agencies are dealing with a volatile mediascape throughout the world, taking a region-by-region approach. It provides a clear, systematic, and synoptic analysis of the dynamic relationship between media, advertisers, and agencies in the age of globalization, and in an era of transition from ‘mass’ to ‘social’ media. Advertising attracts much public criticism for the commercialization of culture and its apparent impact on social and personal life. This book outlines and assesses the issues involved, with regard to how they are manifested in different national, regional and global contexts. Topics covered include: advertising as an object of study global trends in the advertising industry advertising and the media in motion current issues in advertising, media and society advertising, globalization and world regions. While maintaining a contemporary focus, the book explains developments over recent decades as background to the globalisation of what it calls the manufacturing-marketing-media complex.

Global Advertising Practice in a Borderless World

2017-07-14 Business & Economics
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Release : 2017-07-14
Genre : Business & Economics
Kind : eBook
Book Rating : 701/5 ( reviews)

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Book Synopsis Global Advertising Practice in a Borderless World by : Robert Crawford

Download or read book Global Advertising Practice in a Borderless World written by Robert Crawford. This book was released on 2017-07-14. Available in PDF, EPUB and Kindle. Book excerpt: Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

In what Way Has the Globalisation of Advertising Affected National and Local Cultures and Identities?

2007-10 Social Science
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Release : 2007-10
Genre : Social Science
Kind : eBook
Book Rating : 077/5 ( reviews)

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Book Synopsis In what Way Has the Globalisation of Advertising Affected National and Local Cultures and Identities? by : Florian Mayer

Download or read book In what Way Has the Globalisation of Advertising Affected National and Local Cultures and Identities? written by Florian Mayer. This book was released on 2007-10. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2003 in the subject Cultural Studies - Basics and Definitions, grade: 82, University of Leeds (Trinity and All Saints College), course: National and Global Culture, 106 entries in the bibliography, language: English, abstract: It has been argued that individual and national identities are becoming increasingly fragmented under conditions of globalisation, that with accelerated global flows of commodities, culture and people, we become increasingly disembedded and rootless. It is argued here that amid this increasing fragmentation, or perhaps in reaction to it, certain narratives work to anchor national identities and local culture in what is perceived to be tradition. This paper examines the relationship between globalisation and the construction of national and local identities in the advertisements of several Western and non-Western countries, like Canada and Germany and Malaysia, Thailand and Ladakh in the western Himalayas. In this paper advertising is being seen as a part of the culture industries, which play an important role in the creation of community. In many scholarly accounts it has been asserted that globalisation and the spread of multinational corporations and their products and services are leading to a homogenisation of cultural diversity and to an increasing uniformity of tastes, fashions and thoughts around the world. The globalisation of advertising, which we are going to look at in the following pages, however, produces different outcomes for national and local cultures and identities in many cases.

Global Advertising in a Global Culture

2015-12-16 Business & Economics
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Release : 2015-12-16
Genre : Business & Economics
Kind : eBook
Book Rating : 448/5 ( reviews)

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Book Synopsis Global Advertising in a Global Culture by : Thomas H. P. Gould

Download or read book Global Advertising in a Global Culture written by Thomas H. P. Gould. This book was released on 2015-12-16. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns

2010-07-19 Business & Economics
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Release : 2010-07-19
Genre : Business & Economics
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Book Rating : 68X/5 ( reviews)

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Book Synopsis Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns by : Sebastian Plappert

Download or read book Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns written by Sebastian Plappert. This book was released on 2010-07-19. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall’s and especially Hofstede’s approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.

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