Bhattacharjee, Anuradha, <br/><br/>
Multiculturalism and advertising :  Indian and European enterprises under globalization / 
Anuradha Bhattacharjee. 
 - 240 pages ;  22 cm 
<br/><br/> 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. 
<br/><br/> Specialized. 
<br/><br/><label>ISBN: </label>9780199453566 (hbk.) :  £31.99 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--Europe.<br/>Advertising--India.<br/>Multiculturalism in advertising.<br/>Advertising--Economic aspects.<br/>Globalization--Economic aspects.<br/>Business and Management.<br/>Business and Management.
<br/><br/><label>Dewey Class. No.: </label>659.1