TY  - BOOK
AU  - Bhattacharjee,Anuradha
TI  - Multiculturalism and advertising: Indian and European enterprises under globalization 
SN  - 9780199453566 (hbk.) :
U1  - 659.1 23
PY  - 2017///
CY  - New Delhi
PB  - Oxford University Press
KW  - Advertising
KW  - Europe
KW  - India
KW  - Multiculturalism in advertising
KW  - Economic aspects
KW  - Globalization
KW  - Business and Management
KW  - eflch
KW  - ukslc
N1  - Specialized
N2  - 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
ER  -