Title
Global Advertising In A Global Culture,Used
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Globalization stems from many sources, but as Thomas Gould makes clear, advertising is a primary driver of transglobal cultural change. Gould argues that advertising often carries unfiltered and unblocked cultural messages in addition to commercial speech; as such, it not only builds consumer demand to open new markets but also changes consumer expectations and values. At the same time, the evolution of increasingly targeted mobile and social marketing is transforming local and regional cultures into a new mix of global branding and individualized microspace. Gould examines how advertising professionals negotiate these rocky and quicklychanging cultural terrains. He also explores how advertisingan increasingly global form of communicationis becoming a platform for change at the individual level, and as a direct consequence, at the social and political levels.
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