{"product_id":"multiculturalism-and-advertising","title":"Multiculturalism and Advertising","description":"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.\n\nThis 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.","brand":"OUP India","offers":[{"title":"Default Title","offer_id":54243830202712,"sku":"9780199453566","price":40.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780199453566_a0c291b3-c2a2-47bf-bff9-d4e710eca308.jpg?v=1777708836","url":"https:\/\/agendabookshop.com\/products\/multiculturalism-and-advertising","provider":"Agenda Bookshop","version":"1.0","type":"link"}