Global Advertising, Attitudes, and Audiences (Hardcover)

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