Multiculturalism and Advertising - Indian and European Enterprises under Globalization (Hardcover)

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.

General

Imprint:	OUP India
Country of origin:	India
Release date:	September 2019
Authors:	Anuradha Bhattacharjee (Professor)
Dimensions:	221 x 143 x 23mm (L x W x T)
Format:	Hardcover
Pages:	244
ISBN-13:	978-0-19-945356-6
Categories:	Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Social sciences > Sociology, social studies > Ethnic studies > Multicultural studies > General Promotions
LSN:	0-19-945356-X
Barcode:	9780199453566

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