Multiculturalism and Advertising Indian and European Enterprises under Globalization |
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| Author:
| Bhattacharjee, Anuradha |
| ISBN: | 978-0-19-945356-6 |
| Publication Date: | Dec 2019 |
| Publisher: | Oxford University Press, Incorporated
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| Book Format: | Hardback |
| List Price: | USD $45.00 |
Book Description:
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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 in 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...
More DescriptionThis 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 in 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.