Multiculturalism and Advertising : Indian and European Enterprises under Globalization
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Temin süremiz 28 - 42 iş günü
Yayıncı Oxford University Press ( 11 / 2017 ) ISBN 9780199453566 | Ciltli | 0x0x0 cm. | İngilizce | 240 Sayfa | Türler Küreselleşme | İş Dünyası
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 intercultural 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 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, towards a larger unity that is shaping the world.