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.