Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Multiculturalism and Advertising: Indian and European Enterprises Under Globalization

Multiculturalism and Advertising: Indian and European Enterprises Under Globalization

Bhattacharjee, Anuradha

Hardcover

AccountingBusiness GeneralAnthropology

ISBN10: 019945356X
ISBN13: 9780199453566
Publisher: Oxford University Press
Published: Dec 3 2019
Pages: 244
Weight: 0.85
Height: 0.90 Width: 5.70 Depth: 8.70
Language: English
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.

Also in

Accounting

View All