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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
OUR PRICE: $42.75  

Binding Type: Hardcover
Published: December 2019
Qty:
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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