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正版新书]从跨文化视角看后现代广告及其接受:英语马琳978756630
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LIST OF TABLES
LIST OF ADVERTISEMENTS
CHAPTER I
INTRODUCTION
Postmodern Advertising and the Globalization Condition
Trajectory of the Book
Definitions
CHAPTER II
POSTMODERNISM, REPRESENTATION, CONSUMPTION,
AND ADVERTISING
Postmodernism and the Modern-Postmodern Problematic
Postmodern Culture, Representation, and Aesthetics
Jean Francois Lyotard
Jean Baudrillard
Frederick Jameson
Scott Lash
Postmodern aesthetics
Postmodernism and Consumer Culture
Hyperreality
Fragmentation
Reversal of production and consumption
Aestheticization of everyday life
Postmodernism and Advertising
CHAPTER III
POSTMODERN ADVERTISING AND ITS RECEPTION
Defining Postmodern Advertising
Key Features of Postmodern Advertising
Appropriation
Fragmentation
Self-reflexivity
Spectacularity
Postmodern Reading Experience and Advertising Reception Research
The postmodern reading experience 1-schizophrenic, depthless fascination
The postmodern reading experience 2-productive, critical deconstruction
Postmodern advertising reception research
CHAPTER IV
GLOBALIZATION, CULTURE, AND POSTMODERNISM
Globalization
Globalization and Culture: Three Paradigms
Homogenization
Differentialism
Postmodernism
CHAPTER V
GLOBALIZATION AND ADVERTISING
Advertising in the Globalization Age: The Standardization
vs. Localization Debate
Postmodern Advertising and the Global Market
CHAPTER VI
INTERNATIONAL CONSUMERS IN THE
POSTMODERN-GLOBALIZATION CONDITION
Postmodern Advertising as a Glocal Strategy-The Target International Consumers
Cultural capital
Generation Y in the U.S.
The Post-1980 Generation in China
Traditional Cultural Differences between the U.S. and China
Individualism/collectivism
High- vs. low-context culture
Independent vs. interdependent self-construal
CHAPTER VII
METHOD
Data Collection
Projective techniques
Procedure
Stimuli selection
Informants selection
Data Analysis
CHAPTER VIII
RECEPTION OF POSTMODERN ADVERTISEMENTS BY
INTERNATIONAL CONSUMERS
Reading Strategies
Interpreting appropriation
Interpreting fragmentation
Interpreting self-reflexivity
Interpreting spectacularity
Brand Meanings and Connotations
Concluding Remarks
CHAPTER IX
CONCLUSIONS
Implications and Contributions
Limitations and Suggestions for Future Research
BIBLIOGRAPHY
APPENDIX A
A1. INSTRUCTIONS FOR DIESEL ADVERTISEMENT
A2. INSTRUCTIONS FOR LEVIS ADVERTISEMENT
A3. INSTRUCTIONS FOR BENETTON ADVERTISEMENT
APPENDIX B
BACKGROUND QUESTIONNAIRE
APPENDIX C
INFORMANT DEMOGRAPHICS
INDEX
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