Global Advertising, Attitudes, and Audiences

By Tony Wilson

© 2010 – Routledge

168 pages

Purchasing Options:
Paperback: 9780415860895
pub: 2013-09-03
US Dollars$54.95
Hardback: 9780415875974
pub: 2010-10-21
US Dollars$160.00

About the Book

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.

Table of Contents

Introduction 1. Audiences Articulating Advertising 2. Beyond Attitudes: To the Audience Itself! Understanding Consumers: Interpretive Inductivism 3. Interpreting Place Branding: Absorbing or Alienating? 4. From Productive Consumer to Reflective Citizen: A Reception Study of Advertising Academia Online 5. Cell Phone Connections: Audiences Activating Agora 6. Mall-eable Media Marketing: ‘Give Reality the Slip’? 7. Banks, Blogging and Reflexive Branding. Conclusion

About the Author

Tony Wilson is Associate Professor in the Faculty of Economics and Business at University Malaysia Sarawak and Associate Research Fellow in the Global Cities Institute Globalization and Culture Program, Royal Melbourne Institute of Technology. He is the author of five monographs on audience - consumer studies including, Watching Television: Hermeneutics, Reception and Popular Culture (1993, 1995) and Understanding Media Users: From Theory to Practice (2008, 2009). He is currently reconnoitering cultural horizons of East/West consumption in Malaysia, the anglophone gateway to S.E. Asia.

About the Series

Routledge Advances in Management and Business Studies

Management and business studies are firmly established as a popular, important and significant area of study in the academic world. Bringing together theories and thought from a wide range of disciplines, this series features cutting -edge research addressing all the major issues in business and management today, helping to define and advance the field.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Advertising & Promotion
BUSINESS & ECONOMICS / International / Marketing
BUSINESS & ECONOMICS / Marketing / Research