Global Advertising in a Global Culture

Download or read book Global Advertising in a Global Culture written by Thomas H. P. Gould and published by Rowman & Littlefield. This book was released on 2015-12-16 with total page 255 pages. 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.