Global Advertising Practice in a Borderless World  book cover
1st Edition

Global Advertising Practice in a Borderless World

ISBN 9781138918306
Published May 31, 2017 by Routledge
254 Pages 14 B/W Illustrations

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Book Description

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it.

Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections:

  • globalising advertising in a media and communications context;

  • advertising in a global world; and

  • global advertising in a digital world.

Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

Table of Contents

Table of Contents


Chapter 1- Globalisation of advertising: an overview of trends and issues: John Sinclair

Chapter 2- Globalisation, branding and advertising's stakeholders: Linda Brennan and Robert Crawford

Chapter 3- Digital advertising and the new world of ‘viral’ advertising: Lukas Parker, Dang Nguyen and Linda Brennan

Chapter 4- American advertising and the politics of consumption: Jean M. Grow

Chapter 5- Latin America and its influence on global creative advertising: Mensa Marta Torras

Chapter 6- Not an island: the symbiotic connection of the UK and global advertising industry: Matthew Hook

Chapter 7- Advertising in Western Europe: the influence of digital media and sustainability: Isidoro Arroyo-Almaraz and Lilia Ivana Mamic

Chapter 8- Advertising market in Central and Eastern Europe: case study of advertising market in Poland: Tomasz Domański

Chapter 9- Advertising cultures and global influences in sub-Saharan Africa: Nigerian, South African and Kenyan models: Rotimi Williams Olatunji

Chapter 10- Advertising in the Middle East and Western Asia: advertising culture and global influences: Reza Semnani Jazani

Chapter 11- Indian advertising in the context of globalisation: Hari Sreekumar and Rohit Varman.

Chapter 12- Advertising in Singapore: regional hub, global model: Peter Ling

Chapter 13- China: unique approaches to advertising in a globalising world: Julie Bilby and Kunal Sinha

Chapter 14- Australasian advertising and the world: Jackie Dickenson and Robert Crawford

Chapter 15- From global to social: digital communication and the future of globalisation and advertising: Robert Crawford, Linda Brennan, Dang Nguyen and Lukas Parker.

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Robert Crawford is a Professor in the School of Media and Communication at RMIT University, Australia.

Linda Brennan is a Professor in the School of Media and Communication at RMIT University, Australia.

Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.


This book shows for the first time how the global advertising industry works as a business. It will help practitioners and scholars alike who want to know more about advertising beyond their own borders. With more than 80% of the world's major markets included, this is an invaluable resource.

Colin Jevons, Associate Professor, Monash Business School, Australia.

Robert Crawford, Linda Brennan, and Lukas Parker’s book provides a refreshing and unique overview of advertising practice in the world. The bird’s eye view of the industry and the regional perspectives well highlight the globalization and regionalization realities, opportunities, and challenges facing the advertising industry. The special attention paid to cultural differences and information technology development makes the book even more relevant and more valuable to today’s advertising practice. The book is indeed a pleasant and must read for anyone—student, practitioner, and scholar alike—who desires a good understanding of advertising in this "borderless world."

Hong Cheng, Ph.D., Professor and Director, Richard T. Robertson School of Media and Culture, Virginia Commonwealth University, USA.