Multiculturalism and Advertising: Indian and European Enterprises under Globalization

Indian and European Enterprises under Globalization

Cover Art for 9780199453566, Multiculturalism and Advertising: Indian and European Enterprises under Globalization by Anuradha Bhattacharjee
ISBN: 9780199453566
Publisher: OUP India
Published: 1 November, 2017
Format: Hardcover
Language: English

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 inspite of our differences, we are moving, at least in the corporate world, toward a larger unity.

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