000			02013nam a22003498i 4500
001			707937
005			20210719183155.0
008			170829s2017 ii f 000|0|eng|d
020			_a9780199453566 (hbk.) : _c£31.99
035			_a(StDuBDS)9780199453566
040			_aStDuBDS _beng _cStDuBDS _erda
072		7	_aBUS _2eflch
072		7	_aBUS _2ukslc
082	0	4	_a659.1 _223
100	1		_aBhattacharjee, Anuradha, _eauthor.
245	1	0	_aMulticulturalism and advertising : _bIndian and European enterprises under globalization / _cAnuradha Bhattacharjee.
264		1	_aNew Delhi : _bOxford University Press, _c2017.
300			_a240 pages ; _c22 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
520	8		_aFew 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.
521			_aSpecialized.
650		0	_aAdvertising _zEurope.
650		0	_aAdvertising _zIndia.
650		0	_aMulticulturalism in advertising.
650		0	_aAdvertising _xEconomic aspects.
650		0	_aGlobalization _xEconomic aspects.
650		7	_aBusiness and Management. _2eflch
650		7	_aBusiness and Management. _2ukslc
942			_n0
999			_c55443 _d55443