Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
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American University in Dubai | American University in Dubai | Main Collection | HF 5823 .W52 2013 (Browse shelf(Opens below)) | Available | 5108545 |
HF 5823 .W468 1988 Advertising : what it is and how to do it / | HF 5823 .W496 1999 Secret formulas of the wizard of ads / | HF 5823 .W497 1998 The wizard of ads : turning words into magic and dreamers into millionaires / | HF 5823 .W52 2013 Global advertising, attitudes and audiences / | HF 5825 Kiss & sell : writing for advertising / | HF 5825 Copywriting / | HF 5825 Print matters : how to write great advertising / |
First published 2011._verso
Includes bibliographical references and index.
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.
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.
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