Name: Global Advertising, Attitudes, and Audiences (en Inglés)
SKU: 56076432
Price: 1860.67 MXN
Availability: InStock
Author: Wilson Tony
ISBN: 9780415860895

portada Global Advertising, Attitudes, and Audiences (en Inglés)

Global Advertising, Attitudes, and Audiences (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Wilson Tony

Idioma

Inglés

N° páginas

182

Encuadernación

Tapa Blanda

ISBN13

9780415860895

N° edición

Global Advertising, Attitudes, and Audiences (en Inglés)

Wilson Tony (Autor) · Routledge · Tapa Blanda

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Reseña del libro "Global Advertising, Attitudes, and Audiences (en Inglés)"

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.