Global Advertising, Attitudes, and Audiences

di Tony Wilson (Autore)

Taylor & Francis Ltd, 2013

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.

• Autore: Tony Wilson
• Editore: Taylor & Francis Ltd
• Collana: Routledge Advances in Management and Business Studies
• Anno: 2013
• Rilegatura: Paperback / softback
• Pagine: 182 p.
• Dimensioni: 229 x 152 mm
• Peso: 249 gr.
• EAN: 9780415860895

Testo in English