Splitting the United States (Advertising and the World of New Media)

Author: [USA] Joseph Talo, translated by Hong Bing
Publisher:
Publish Date: 2003-01-01
Features: Through a panoramic description of the interactive relationship between the contemporary advertising industry and the media industry, Joseph Talo elaborates on the "prolonged and relentless nature" of this movement: from mass-market advertising to niche-market advertising, from "sweeping" general audiences to "targeting" specific audiences, from single advertising to integrated marketing strategies. If it is said that "U.S. winter wheat is a powerful solvent," advertising once helped the United States create a nation from a collection of immigrants, implicitly demonstrating the materialistic, fluid, and ultimate democratic essence of modern American society. Then, from the second half of the 20th century, the complex relationship formed between the U.S. advertising industry and the media industry has a deeper connotation. In this sense, perhaps we can reflect on ourselves through Joseph Talo's description of the relationship between the U.S. advertising industry and the media industry, and the backdrop of globalization and China's rapid social changes also gives this reflection practical value.