• ISBN13: 9780199453566
• Binding: Hardcover
• Subject: Economics
• Publisher: Oxford UP
• Publisher Imprint: Oxford UP
• Publication Date: April 16, 2019
• Pages: 244
• Original Price: INR 1100.0
• Language: Polish
• Edition: N/A
• Item Weight: 404 grams

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.