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 multicultural advertising through an empirical study of advertisements in two geographically diverse commercial regions-Europe and India. Showing that there has been a significant increase i multicultural images, symbols, and texts in advertisements across consumer goods-for the 'elite' as well as the '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, toward a larger unity.
| ISBN: | 9780199453566 |
| Publication date: | 5th September 2019 |
| Author: | Anuradha (Professor, Professor, Consultant (Marketing and Strategy), Puducherry, India) Bhattacharjee |
| Publisher: | OUP India |
| Format: | Hardback |
| Pagination: | 244 pages |
| Genres: |
Advertising International business Ethnic groups and multicultural studies |