Multiculturalism and advertising : Indian and European enterprises under globalization

By:

Bhattacharjee,Anuradha

Publication details: Oxford University Press 2019 New DelhiDescription: xi, 213pISBN:

9780199453566

Subject(s):

Multiculturalism -- Advertising -- India -- Europe

DDC classification:

305.800954 BHA-M

Summary: 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 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.

Average rating: 0.0 (0 votes)

Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	NASSDOC Library				305.800954 BHA-M (Browse shelf(Opens below))					Available			50670

Browsing NASSDOC Library shelves Close shelf browser (Hides shelf browser)

Previous							No cover image available	Next
Previous	305.80095209045 JAP- Japan and global migration: foreign workers and the advent of a multicultural society	305.800954 ADV- Adivasi rights and exclusion in India	305.800954 AHM-S State, nation and ethnicity in contemporary South Asia	305.800954 BHA-M Multiculturalism and advertising	305.800954 BIL-M Multiculturalism in Indian Society /	305.800954 BIO; Bio-cultural development of scheduled tribes: policies and issues	305.800954 BIS-E Ethnography of a tribe : study of Anwals of Uttarakhand Himalaya	Next

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 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.

There are no comments on this title.

to post a comment.