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| Author: | Leslie, D. |
| Title: | Global scan: the globalization of advertising agencies, concepts, and campaigns |
| Journal: | Economic Geography
1995 : OCT, VOL. 71:4, p. 402-426 |
| Index terms: | ADVERTISING GEOGRAPHICAL DIVISIONS ECONOMICS |
| Language: | eng |
| Abstract: | This paper explores the role of the advertising industry in mediating geographic aspects of economic and cultural change. A transnationalization of advertising agencies through both foreign direct investment and acquisition has concentrated control and extended the spatial reach of a few large American, Japanese, and British advertising agencies and holding companies in the 1980s and 1990s. The author argues that "global agencies" have realigned their internal operations to facilitate a global advertising approach and have promoted images of "globalism" congruent with their transnational expansion. |
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