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Informationen zum Autor Tony Wilson (PhD University of Glasgow, Scotland) is Adjunct Associate Professor, Business School and Research Office, Jeffrey Cheah Educational Foundation (NonProfit), Sunway University, Kuala Lumpur, Malaysia. Klappentext 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. Zusammenfassung This book presents consumer response to global media branding as a cognitive process whose understanding is important for advertising industry as well as academic investigation. Interpreting reactions to screen advertising, accounting for them in local cultural terms, must be the first stage of any subsequent quantitative study. Inhaltsverzeichnis 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 ...
