Multiculturalism and Advertising: Indian and European Enterprises Under Globalization (Hardcover) (ISBN-13: 9780199453566)

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.

Author: Anuradha Bhattacharjee
ISBN-10: 019945356X
ISBN-13: 9780199453566
Publisher: Oxford University Press, USA
Language: English
Published: 12/03/2019
Pages: 244
Format: Hardcover
Weight: 0.85lbs
Size: 8.70h x 5.70w x 0.90d