Title
Global advertising, attitudes and audiences [electronic resource] / Tony Wilson.
ISBN
9780203846346 (electronic book)
0415875978
9780415875974
Publication Details
New York : Routledge, 2011.
Language
English
Description
1 online resource (xiv, 167 p.)
Call Number
HF5823 .W52 2011eb
Dewey Decimal Classification
659
Summary
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.-- Product Description.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Series
Routledge advances in management and business studies ; 44.
Audiences articulating advertising
Beyond attitudes : to the audience itself! Understanding consumers : interpretive inductivism
Interpreting place branding : absorbing or alienating?
From productive consumer to reflective citizen : a reception study of advertising academia online
Cellphone connections : audiences activating Agora
Mall-eable media marketing : "give reality the slip?"
Banks, blogging and reflexive branding.
