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Multiculturalism and Advertising
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Multiculturalism and Advertising
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.
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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.
Produktdetaljer
Sprog: Engelsk
Sider: 244
ISBN-13: 9780199453566
Indbinding: Hardback
Udgave:
ISBN-10: 019945356X
Udg. Dato: 5 sep 2019
Længde: 22mm
Bredde: 148mm
Højde: 221mm
Oplagsdato: 5 sep 2019
Forfatter(e) Anuradha (Professor Bhattacharjee, Anuradha ) Bhattacharjee, Anuradha Bhattacharjee


Kategori Etniske minoriteter og multikulturelle studier


Sprog Engelsk


Indbinding Hardback


Sider 244


Udgave


Længde 22mm


Bredde 148mm


Højde 221mm

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