Multiculturalism and Advertising: Indian and European Enterprises under Globalization
Indian and European Enterprises under Globalization
Anuradha Bhattacharjee
ISBN: | 9780199453566 |
Publisher: | OUP India |
Published: | 1 November, 2017 |
Format: | Hardcover |
Language: | English |
Multiculturalism and Advertising: Indian and European Enterprises under Globalization
Indian and European Enterprises under Globalization
Anuradha Bhattacharjee
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.
Shop Preferences
Customize which shops to display. You can include the following shops by logging in to change your settings.