000			01308 a2200145 4500
999			_c25850 _d25850
020			_a9780199453566
082			_a305.800954 _bBHA-M
100			_aBhattacharjee,Anuradha
245			_aMulticulturalism and advertising _b: Indian and European enterprises under globalization
260			_bOxford University Press _c2019 _aNew Delhi
300			_axi, 213p.
520			_aFew 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			_a Multiculturalism _vAdvertising _zIndia _zEurope
942			_2ddc _cBK