Multiculturalism and Advertising

Indian and European Enterprises Under Globalization
Erscheinungsjahr 2019
ISBN: 978-0-19-945356-6
Verlag: Hurst & Co.

Buch, Englisch, 244 Seiten, Format (B × H): 145 mm x 221 mm, Gewicht: 386 g

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.

Autoren/Hrsg.

Bhattacharjee, Anuradha

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Werbeindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Über Autor(innen)

Anuradha Bhattacharjee currently works as a consultant (marketing & strategy), faculty, and cross-cultural trainer for multinational corporations in India and abroad.