Global Advertising, Attitudes, and Audiences (Routledge Advances in Management and Business Studies) - Hardcover

Wilson, Tony

Hardcover

ISBN 10: 0415875978 ISBN 13: 9780415875974

Publisher: Routledge, 2010

Synopsis

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.

About this title

About the Author

Tony Wilson (PhD University of Glasgow, Scotland) is Adjunct Associate Professor, Business School and Research Office, Jeffrey Cheah Educational Foundation (NonProfit), Sunway University, Kuala Lumpur, Malaysia.

Edition details

• Publisher: Routledge
• Publication date: 2010
• Language: English
• ISBN 10: 0415875978
• ISBN 13: 9780415875974
• Binding: Hardcover
• Edition number: 1
• Number of pages: 168