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...
Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. Th...
This text follows a series of experiential and theoretical routes toward understanding audience use of television and the Internet. The essence of play is explored, with a focus across cultures, predominantly the East's consumption of television and the Internet produced and presented by the West. Part One discusses recent work on television audiences considering local viewers' responses to globally circulating programmes. Part Two discusses the position of talk shows as a media format central not only to understanding television's development into narrowcasting, but also the theoretical...
This text follows a series of experiential and theoretical routes toward understanding audience use of television and the Internet. The essence of pla...
