Split the United States; Advertising and New Media World: Advertising and New Media World

Author: Tarlo
Publisher:
Publish Date: 2003-07-01
Features: Through a panoramic description of the interactive relationship between the contemporary advertising industry and the media industry, Joseph Tarlo 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 advertisements 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 the complex relationship formed between the U.S. advertising industry and the media industry from the second half of the 20th century carries deeper implications. In this sense, perhaps we can reflect on ourselves through Joseph Tarlo'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 lends this reflection practical value.