Multiculturalism and Advertising: Indian and European Enterprises Under Globalization Contributor(s): Bhattacharjee, Anuradha (Author) |
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ISBN: 019945356X ISBN-13: 9780199453566 Publisher: Oxford University Press, USA
Binding Type: Hardcover Published: December 2019 |
Additional Information |
BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | International - General - Social Science | Anthropology - Cultural & Social |
Dewey: 305.800 |
LCCN: 2019346724 |
Physical Information: 0.9" H x 5.7" W x 8.7" L (0.85 lbs) 244 pages |
Features: Bibliography, Illustrated, Index |
Descriptions, Reviews, Etc. |
Publisher Description: Few expressions of globalization are as visible, widespread and pervasive as the worldwide proliferation of internationally traded consumer goods. Advertising is not only a useful index to measure globalization, but also a catalyst to increasing interconnections between economies and cultures. This book presents a comparative analysis of multicultural advertising through an empirical study of advertisements in two geographically diverse commercial regions-Europe and India. Showing that there has been a significant increase i multicultural images, symbols, and texts in advertisements across consumer goods-for the 'elite' as well as the 'less elite' -this book argues that there is a growing congruence of values among different cultures. It suggests that in spite of our differences, we are moving, at least in the corporate world, toward a larger unity. |
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