This volume examines advertising for McDonald's, Levi's, Frito-Lay,
and Coca-Cola used in Poland from 1990 to 2007. Case studies reveal
a complex relationship between the corporations and Polish society
and challenge the assumption that companies force products and
ideas into a new market and thus destroy traditions and cultures.
Companies instead found that they must adapt to meet Poland's
cultural needs and pressures. Against a backdrop of globalization,
the book contends, Poles transform and assimilate these outside
products into their culture.
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