Multiculturalism and Advertising: Indian and European Enterprises Under Globalization

Multiculturalism and Advertising: Indian and European Enterprises Under Globalization

Regular price
$45.00
Sale price
$45.00
Regular price
$45.00
Sold out
Unit price
per 
Shipping calculated at checkout.

Author/Contributor(s): Bhattacharjee, Anuradha
Publisher: Oxford University Press, USA
Date: 12/03/2019
Binding: Hardcover
Condition: NEW
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.