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Multiculturalism and Advertising: Indian and European Enterprises Under Globalization (in English)
Anuradha Bhattacharjee (Author)
·
Oxford University Press
· Hardcover
Multiculturalism and Advertising: Indian and European Enterprises Under Globalization (in English) - Anuradha Bhattacharjee
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Synopsis "Multiculturalism and Advertising: Indian and European Enterprises Under Globalization (in 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.
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All books in our catalog are Original.
The book is written in English.
The binding of this edition is Hardcover.
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