Multiculturalism and advertising (Record no. 25850)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01308 a2200145 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780199453566 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 305.800954 |
| Item number | BHA-M |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Bhattacharjee,Anuradha |
| 245 ## - TITLE STATEMENT | |
| Title | Multiculturalism and advertising |
| Sub Title | : Indian and European enterprises under globalization |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher | Oxford University Press |
| Year of publication | 2019 |
| Place of publication | New Delhi |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xi, 213p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Multiculturalism |
| Form subdivision | Advertising |
| Geographic subdivision | India |
| -- | Europe |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | |
| Koha item type | Books |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Cost, normal purchase price | Bill Date | Full call number | Accession Number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| NASSDOC Library | NASSDOC Library | 2019-12-27 | OP | 803.00 | 2019-12-20 | 305.800954 BHA-M | 50670 | 1100.00 | 2019-12-27 | Books |