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K-State Today

October 18, 2016

Thomas H.P. Gould's legacy continues in new book explaining how advertising is a primary driver of trans-global change

Submitted by Angela Powers

Consumers are gaining control of media they use through the internet and are no longer captive audiences. This increase in competition is impacting advertisers who have provided the primary financial means for the existence of traditional media and how we obtain news.

In a new book "Global Advertising in a Global Culture," Thomas Gould wrote about how the evolution of targeted mobile and social marketing is transforming local cultures into a new mix of global branding. He explained that Facebook, for example, offers a way to see where we are taking the world of information sharing from an exchange to a "one-way spewing." He warns that social media can become a narcotic for the mind rather than a means for progress.

His new book provides a general understanding of the history of advertising, the rise of the global consumer, children's use of apps, fading cultural borders, the future of e-advertising and how governments use advertising.

"Global Advertising in a Global Culture" was published by Rowman and Littlefield of New York in 2016. It is available from Rowman and Littlefield's Communication Catalog, 2016-2017 and online. The book is aimed at graduate and undergraduate students in advertising, marketing and public relations.

Gould was a professor of advertising in the A.Q. Miller School of Journalism and Mass Communications and sequence head for the advertising major. He also was editor of the Online Journal of Rural Research and Policy.

Gould died in February 2016 following a battle against cancer.