Advertising Cultures
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Advertising Cultures
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Author : Timothy de Waal Malefyt
language : en
Publisher: Routledge
Release Date : 2020-05-11
Advertising Cultures written by Timothy de Waal Malefyt and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-11 with Social Science categories.
Through its artful engagement with consumers, advertising subtly shapes our everyday worlds. It plays upon powerful emotions -- envy, fear, lust and ambition. But the industry itself is far more subtle and complex than many people might assume. Through an innovative mix of business strategy and cultural theory, this pioneering book provides a behind-the-scenes analysis of the link between advertising and larger cultural forces, as well as a rare look into the workings of agencies themselves. How do advertisements endeavour to capture real life? How do advertising agencies think of their audience: the consumer and their corporate client? What issues do agencies have to consider when using an advertisement in a range of different countries? What specific methods are used to persuade us not only to buy but to remain loyal to a product? How do advertisers fan consumer desire? An incisive understanding of human behaviour is at the core of all these questions and is what unites advertisers and anthropologists in their work. While this link may come as a surprise to those who consider the former to be firmly rooted in commerce and the latter in culture, this book clearly shows that these two fields share a remarkable number of convergences. From constructing a Japaneseness that appeals to two very different Western audiences, to tracking advertising changes in the post World War II period, to considering how people can be influenced by language and symbols, Advertising Cultures is an indispensable guide to the production of images and to consumer behaviour for practitioners and students alike.
Advertising Cultures
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Author : Sean Nixon
language : en
Publisher: SAGE
Release Date : 2003-04
Advertising Cultures written by Sean Nixon and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-04 with Business & Economics categories.
Table of contents
Global Advertising In A Cultural Context
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Author : Mirjana Milenkovic
language : en
Publisher: Diplomica Verlag
Release Date : 2009-02
Global Advertising In A Cultural Context written by Mirjana Milenkovic and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-02 with Business & Economics categories.
The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her book Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members' understanding of reality. On the basis of Hofstede's Five Dimensions, cultures and their characteristics are described. The reader learns about the behavior in different cultures and how cultural backgrounds impact buying decisions. With numerous practical illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the challenge of both approaches in strategy and execution in front of the cultural background. This book gives recommendations for successful global advertising on the basis of six different advertising approaches and their suitability to overcome cultural differences.
Promotional Cultures
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Author : Aeron Davis
language : en
Publisher: Polity
Release Date : 2013-07-10
Promotional Cultures written by Aeron Davis and has been published by Polity this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-10 with Language Arts & Disciplines categories.
The Rise and Spread of Advertising, Public Relations, Marketing and Branding.
Global Advertising In A Global Culture
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Author : Thomas H. P. Gould
language : en
Publisher: Rowman & Littlefield
Release Date : 2015-12-16
Global Advertising In A Global Culture written by Thomas H. P. Gould and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-16 with Business & Economics categories.
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.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2018-10
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10 with Business & Economics categories.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Advertising And Popular Culture
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Author : Jib Fowles
language : en
Publisher: SAGE
Release Date : 1996-01-23
Advertising And Popular Culture written by Jib Fowles and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-01-23 with Business & Economics categories.
Is it possible that consumers exploit advertising even more so than advertising exploits and influences our culture? Author Jib Fowles argues that consumers look to advertising to provide them with images that can assist them in negotiating the personal dilemmas of advanced industrial life. Advertising and Popular Culture is the first comprehensive text to provide a balanced analysis of advertising and its companion, the popular culture, conveyed through the mass media. Reflecting current theories, this thoughtful critique uses excerpts from advertising campaigns to illustrate how modern advertising both draws from and contributes to popular culture. Fowles traces the role of advertising in our culture from its evolution as part of the culture of mass consumption in the late 19th century, the development of advertising agencies, and the creation of a consumer culture to an exploration of the major themes of American advertising. Advertising and Popular Culture represents a fresh and fully elaborated conceptualization of the services that advertising and popular culture provide. This text will be a vital tool in departments and schools of advertising, journalism, and communication where increasing emphasis is being placed on studying the cultural significance of advertising.
Ads Fads And Consumer Culture
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Author : Arthur Asa Berger
language : en
Publisher: Rowman & Littlefield
Release Date : 2015-01-22
Ads Fads And Consumer Culture written by Arthur Asa Berger and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-22 with Social Science categories.
The fifth edition of this approachable text draws on both academic and applied perspectives to offer a lively critique of contemporary advertising’s effects on American character and culture. Berger explains how advertising works by employing a psycho-cultural approach, encouraging readers to think about advertisements and commercials in more analytical and profound ways. Among the topics he addresses are the role of brands, the problem of self-alienation, and how both relate to consumption. Berger also considers the Values and Lifestyle (VALS) and Claritas typologies in marketing. Distinctive chapters examine specific advertisements and commercials from multiple perspectives, including semiotic, psychoanalytic, sociological, Marxist, mythic, and feminist analysis. Ads, Fads, and Consumer Culture provides an accessible overview of advertising in the United States, spanning issues as diverse as sexuality, politics, market research, consumer culture, and more; helping readers understand the role that advertising has played, and continues to play, in all our lives.
Intercultural Communication Globalisation And Advertising
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Author : Sebastian Plappert
language : en
Publisher: GRIN Verlag
Release Date : 2010-07
Intercultural Communication Globalisation And Advertising written by Sebastian Plappert and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07 with Advertising campaigns categories.
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.
Advertising Society And Consumer Culture
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Author : Roxanne Hovland
language : en
Publisher: Routledge
Release Date : 2014-12-18
Advertising Society And Consumer Culture written by Roxanne Hovland and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
Designed as a core textbook for courses in Advertising and Society, "Advertising, Society, and Consumer Culture" develops an integrated perspective that gives students a framework for understanding past, present, and future issues in advertising communications. Chapter contents cover the entire range of social, political, cultural, regulatory, and economic issues that surround advertising and its role in modern society. The many social issues addressed include advertising and gender stereotyping, advertising to vulnerable audiences, and the distribution of wealth in consumer society. "Advertising, Society, and Consumer Culture" intertwines the development of the consumer culture with its coverage of the historical, political, regulatory, and ethical issues of advertising. It includes clear, comprehensive tables that chronicle historical developments and key legal cases. The text is readable for undergraduates but provides enough depth to serve as a graduate-level text. Including extensive notes and a bibliography, it can be adopted independently, or alongside its companion volume, "Readings in Advertising, Society, and Consumer Culture".