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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Multiculturalism and Advertising - Indian and European Enterprises under Globalization (Hardcover)
Loot Price: R1,039
Discovery Miles 10 390
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Multiculturalism and Advertising - Indian and European Enterprises under Globalization (Hardcover)
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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.
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