Controversies in Contemporary AdvertisingSAGE Publications, 18/07/2013 - 336 páginas Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues. |
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Página 18
... global culture operating on three levels. The first level is cosmopolitanism. Castells describes cosmopolitans as individuals who are open to the world and are globally fluent across cultures and geographies. The second level is a ...
... global culture operating on three levels. The first level is cosmopolitanism. Castells describes cosmopolitans as individuals who are open to the world and are globally fluent across cultures and geographies. The second level is a ...
Página 22
... global brands generally utilize the same set of values around the world, albeit slight executional changes may be implemented to recognize cultural differences. Advertisers must be sensitive to differences in global cultures, customs ...
... global brands generally utilize the same set of values around the world, albeit slight executional changes may be implemented to recognize cultural differences. Advertisers must be sensitive to differences in global cultures, customs ...
Página 23
... advertiser can only suggest the essential similarity, and consumers must create the meaning themselves. Murphy (2012) questioned the effectiveness of global brands when she. One example of CGM is by CHAPTER 2 Living in a Consumer Culture ...
... advertiser can only suggest the essential similarity, and consumers must create the meaning themselves. Murphy (2012) questioned the effectiveness of global brands when she. One example of CGM is by CHAPTER 2 Living in a Consumer Culture ...
Página 24
... global consumers have in common, other than their humanity? Murphy argues that we share our cultural sensibilities, and while advertising can contain a universal human truth, advertisers know this message has to be tailored toward an ...
... global consumers have in common, other than their humanity? Murphy argues that we share our cultural sensibilities, and while advertising can contain a universal human truth, advertisers know this message has to be tailored toward an ...
Página 30
... global brand, and we will delve deeper into questions of globalization in the next chapter. We also examined whether advertising messages in traditional advertisements could be manipulative of “reasonable consumers” exposed to these ...
... global brand, and we will delve deeper into questions of globalization in the next chapter. We also examined whether advertising messages in traditional advertisements could be manipulative of “reasonable consumers” exposed to these ...
Índice
1 | |
16 | |
03Sheehan 2e47240 | 32 |
04Sheehan 2e47240 | 46 |
05Sheehan 2e47240 | 61 |
06Sheehan 2e47240 | 74 |
07Sheehan 2e47240 | 89 |
08Sheehan 2e47240 | 112 |
12Sheehan 2e47240 | 177 |
13Sheehan 2e47240 | 197 |
14Sheehan 2e47240 | 217 |
15Sheehan 2e47240 | 235 |
16Sheehan 2e47240 | 256 |
17Sheehan 2e47240 | 268 |
18RefSheehan 2e47240 | 279 |
19GloSheehan 2e47240 | 298 |
09Sheehan 2e47240 | 134 |
10Sheehan 2e47240 | 150 |
11Sheehan 2e47240 | 168 |
20IndexSheehan 2e47240 | 303 |
21ABASheehan 2e47240 | 311 |
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