Multiculturalism and Advertising: Indian and European Enterprises under Globalization (Hardbound - 2019)
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About the Book
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.
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.
ISBN13 | 9780199453566 |
---|---|
Product Name | Multiculturalism and Advertising: Indian and European Enterprises under Globalization (Hardbound - 2019) |
Price | ₹1,100.00 |
Original Price | INR 1100.00 |
Author | Bhattacharjee Anuradha |
Publisher | Oxford UP |
Publication Year | 2019 |
Subject | Economics |
Binding | Hardbound |
Language | Polish |
Pages | 244 |
Weight | 0.404000 |
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