Multiculturalism and Advertising: Indian and European Enterprises under Globalization
Anuradha Bhattacharjee
  • ISBN : 9780199453566
  • year : 2019
  • language : English
  • binding : Hardbound
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Few expressions of globalisation 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 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 in spite of our differences, we are moving, at least in the corporate world, toward a larger unity.