{"product_id":"how-advertising-and-consumer-culture-are-contributing-to-the-creation-of-a-homogeneous-global-culture-9783638814133","title":"How advertising and consumer culture are contributing to the creation of a homogeneous global culture","description":"\u003cp\u003e • Author(s): Christoph Behrends\u003cbr\u003e • Publisher: Grin Verlag\u003cbr\u003e • Publisher Imprint: Grin Verlag\u003cbr\u003e • BISAC: Media Studies\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eEssay from the year 2005 in the subject Communications - Mass Media, grade: 1,7, University of Leicester (University of Leicester - Centre for Mass Communication Research), course: Advertising, Culture and Communication, language: English, abstract: Urban dwellers in the Western world have witnessed a change of their cityscapes recently. Small independent stores, restaurants and coffee bars have been replaced by stores of multinational companies, such as Tesco, McDonald's, Burgerking, Starbucks, H\u0026amp;M and The Gap. No matter if you are exploring the city centre of Leicester, London or Hamburg, you find more and more branches of large-scale business companies, attempting to attract consumers with their big, bright logos. The same process can be found in the media - global brands such as Hewlett-Packard and Coca Cola advertise all around the globe, or in terms of Barnet et al (1995: p. 164): \"Marlboro country is everywhere\". While the unification of city centres has been much-discussed, further questions need to be elaborated on: In how far are these phenomena results of globalisation? Which consequences do they have for life in Western societies? Is there a global homogenisation of culture, and if so, to what extent? Which role does advertising play in this process? These and other questions are discussed in this paper.\u003c\/p\u003e","brand":"Grin Verlag","offers":[{"title":"Paperback","offer_id":45562851655831,"sku":"9783638814133","price":1887.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9783638814133.webp?v=1767465157","url":"https:\/\/atlanticbooks.com\/products\/how-advertising-and-consumer-culture-are-contributing-to-the-creation-of-a-homogeneous-global-culture-9783638814133","provider":"Atlantic Books","version":"1.0","type":"link"}