By Armand Mattelart
The ads has replaced out of all popularity over the last two decades. The map of world communications has been redrawn by way of a flood of mergers and takeovers, and the media is now ruled by way of a handful of transnational conglomerates. advertisements businesses have various into tv creation, public family, media purchasing and advertising and marketing companies. within the hole created by way of the challenge in public provider provision, advertisements has stepped in, forming a community which enervates media, economies, cultures, politics and diplomacy. Armand Mattelart's survey assesses the advance and destiny clients of this "industry of public noise", and assesses the consequences for democracy of the increase and upward push of the communications society. This publication may be of curiosity to complex scholars and academics of media experiences, verbal exchange stories, advertising reports, cultural experiences, sociology and administration reviews.
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Extra info for Advertising International: The Privatisation of Public Space (Comedia)
The weight of evidence and the fact of the matter is this: in the new global architecture of the telecommunications networks, the United States—and the processes which are taking shape there—remain determinant for the future of other national and regional realities; even if they each have their own form of access to the communications world in consequence of the bistorical weight of their domestic institutions. Every society, one could say, gets the kind of modernity it deserves. On the new global stage, the prompter is still there, but there is no longer any deus ex machina.
According to a writer in Advertising Age International: It could be said that advertising and marketing can be a nation’s unofficial diplomat overseas, representing a country’s way of life more dramatically and realistically than official state department or foreign office ambassadors. 4 ‘Advertising and marketing techniques are by far the most successful American export’—and national agencies which fall under the control of the American networks breathe fresh vigour into this image. ’ CULTURE SHOCK 31 After World War II a body of marketing knowledge existed in the US; in Germany the very word ‘marketing’ was unknown.
Its Belgian owner explained at the time: A key motivation for HHD in the merger is that our agency has remained a purely Belgian agency and has consequently suffered from the lack of international linkages that are increasingly necessary to compete for *‘Telemarketing’ refers to selling through the television screen with follow-up either by telephone or through teletext systems such as the French Minitel. ] 24 ADVERTISING INTERNATIONAL accounts assigned internationally. 30 Ten years later HHD/Ogilvy & Mather were indeed among the leaders of the local market, and the hopes of its previous owner for globalisation were in train.