Multiculturalism and advertising : Indian and European enterprises under globalization
By: Bhattacharjee,Anuradha.
Publisher: New Delhi Oxford University Press 2019Description: xi, 213p.ISBN: 9780199453566.Subject(s): Multiculturalism -- Advertising -- India -- EuropeDDC classification: 305.800954 Summary: 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.| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Books
|
NASSDOC Library | 305.800954 BHA-M (Browse shelf) | Available | 50670 |
Browsing NASSDOC Library Shelves Close shelf browser
|
|
|
|
|
No cover image available | No cover image available | ||
| 305.800954 Being Indian | 305.800954 ADV- Adivasi rights and exclusion in India | 305.800954 AHM-S State, nation and ethnicity in contemporary South Asia | 305.800954 BHA-M Multiculturalism and advertising | 305.800954 BIO; Bio-cultural development of scheduled tribes: policies and issues | 305.800954 BIS-E Ethnography of a tribe : study of Anwals of Uttarakhand Himalaya | 305.800954 BIS-E Ethnography of a tribe : study of Anwals of Uttarakhand Himalaya |
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.
There are no comments for this item.