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Book Summary
About the Book: Multiculturalism and Advertising
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 intercultural advertising through an
empirical study of advertisements in two geographically diverse commercial
regions-Europe and India. Showing that there has been a significant increase in
multicultural images, symbols, and texts in advertisements across consumer
goods-for the elite as well as less elite-this book argues that there is a
growing congruence of values among different cultures.
- ISBN-13
- 9780199453566
- Language
- English
- Binding
- Hard Bound
- Publisher
- Oxford University Press
- Publishing Date
- 2019-12-03
Multiculturalism and Advertising
by Anuradha Bhattacharjee (Author),
Oxford University Press (Publisher)
fictionfantasyyoung adultaward winning
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Product Specifications
Book Summary
About the Book: Multiculturalism and Advertising
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 intercultural advertising through an
empirical study of advertisements in two geographically diverse commercial
regions-Europe and India. Showing that there has been a significant increase in
multicultural images, symbols, and texts in advertisements across consumer
goods-for the elite as well as less elite-this book argues that there is a
growing congruence of values among different cultures.
Book Specifications
- ISBN-13
- 9780199453566
- Language
- English
- Binding
- Hard Bound
- Publisher
- Oxford University Press
- Publishing Date
- 2019-12-03