Bhattacharjee Anuradha (Professor Professor Consultant (Marketing And Strategy) Puducherry India) - Multiculturalism And Advertising Indian And European Enterprises Under Globalization - Hardcover

Binding: Hardcover
Description: 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.
Title: Multiculturalism And Advertising Indian And European Enterprises Under Globalization
Author(s): Bhattacharjee Anuradha (Professor Professor Consultant (Marketing And Strategy) Puducherry India)
Publisher: Oup India
Barcode: 9780199453566
Pages: 244 Pages
Publication Date: 12/3/2019
Category: Advertising