This book offers a critical, empirically-grounded and contemporary account of how advertisers and agencies are dealing with a volatile mediascape throughout the world, taking a region-by-region approach.
It provides a clear, systematic, and synoptic analysis of the dynamic relationship between media, advertisers, and agencies in the age of globalization, and in an era of transition from ‘mass’ to ‘social’ media.
Advertising attracts much public criticism for the commercialization of culture and its apparent impact on social and personal life. This book outlines and assesses the issues involved, with regard to how they are manifested in different national, regional and global contexts. Topics covered include:
- advertising as an object of study
- global trends in the advertising industry
- advertising and the media in motion
- current issues in advertising, media and society
- advertising, globalization and world regions.
While maintaining a contemporary focus, the book explains developments over recent decades as background to the globalisation of what it calls the manufacturing-marketing-media complex.
Table of Contents
1. Advertising as an Object of Study 2. Global Trends in the Advertising Industry 3. Advertising and the Media 4. Issues in Advertising and Society 5. Advertising, Globalisation and World Regions
John Sinclair is an Honorary Professorial Fellow in the Australian Centre at the University of Melbourne. He has become internationally acknowledged over the last twenty-five years for his research on the globalisation of media industries. This has been published in the leading journals of the field, as well as various books, notably Images Incorporated: Advertising as Industry and Ideology (1987); New Patterns in Global Television: Peripheral Vision (1996, edited, with Stuart Cunningham and Liz Jacka); Latin American Television: A Global View (1999); and Contemporary World Television (2004, edited, with Graeme Turner).
'...the breadth and depth of his survey of the core communication medium of the late 20th century makes his book worth reading, certainly by students and probably by practitioners. Sinclair achieves something quite rare in the contested country where academic interests and applied information co-exist. His book is heavy on theory and social analysis, but it is also a history of the way the sector has worked and adapted to change.' - Stephen Matchett, Books in brief, The Australian