Multiculturalism and advertising : Indian and European enterprises under globalization /
Bhattacharjee, Anuradha,
Multiculturalism and advertising : Indian and European enterprises under globalization / Anuradha Bhattacharjee. - 240 pages ; 22 cm
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 intercultural advertising through an empirical study of advertisements in two geographically diverse commercial regions - Europe and India. Showing that there has been a significant increase in multicultural images, symbols, and texts in advertisements across consumer goods - for the elite as well as 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, towards a larger unity that is shaping the world.
Specialized.
9780199453566 (hbk.) : £31.99
Advertising--Europe.
Advertising--India.
Multiculturalism in advertising.
Advertising--Economic aspects.
Globalization--Economic aspects.
Business and Management.
Business and Management.
659.1
Multiculturalism and advertising : Indian and European enterprises under globalization / Anuradha Bhattacharjee. - 240 pages ; 22 cm
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 intercultural advertising through an empirical study of advertisements in two geographically diverse commercial regions - Europe and India. Showing that there has been a significant increase in multicultural images, symbols, and texts in advertisements across consumer goods - for the elite as well as 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, towards a larger unity that is shaping the world.
Specialized.
9780199453566 (hbk.) : £31.99
Advertising--Europe.
Advertising--India.
Multiculturalism in advertising.
Advertising--Economic aspects.
Globalization--Economic aspects.
Business and Management.
Business and Management.
659.1