Full Description
A survey of the changes in the advertising industry in the last twenty years including coverage of the emergence of international conglomerates and the diversification of the agencies into public relations and media buying.
Contents
Author's preface, Translator's preface, 1 THE GEOSTRATEGY OF THE NETWORKS: The rise of the global agencies,2 CULTURE SHOCK: The decline of the imperial model, 3 THE LIMITS OF THE GLOBAL SCENARIO: Imagining the Other, 4 MEDIA WORLDS: Cosmopolitan flexibility, 5 THE VANGUARD OF DEREGULATION: Neo-liberal enterprise culture, 6 THE NEW FRONTIER OF THE OLD CONTINENT: Fragmentation and planetary conscience, 7 CHANGING ROLES: The new marriage of advertising and fiction, 8 AUDIENCE MEASUREMENT: Towards a bar-coded world?, 9 THINK TANKS: The bestiary of 'lifestyle culture', 10 THE SPIRIT OF ENTERPRISE: The limits of transparency, 11 TOTAL COMMUNICATION: The crisis of public culture, 12 THE WEAPONS OF CRITICISM AND THE CRITICISM OF WEAPONS: A new subjectivity?, Notes, Index
