A01=Anuradha Bhattacharjee
Author_Anuradha Bhattacharjee
Category=KCL
Category=KJ
Category=KNT
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Product details
- ISBN 9780199453566
- Weight: 378g
- Dimensions: 143 x 221mm
- Publication Date: 05 Sep 2019
- Publisher: OUP India
- Publication City/Country: IN
- Product Form: Hardback
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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.
Anuradha Bhattacharjee currently works as a consultant (marketing & strategy), faculty, and cross-cultural trainer for multinational corporations in India and abroad.
