Multiculturalism and Advertising: Indian and European Enterprises under Globalization

by Anuradha Bhattacharjee

Overview

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.

Product Details

ISBN-13:	9780199453566
Publisher:	Oxford University Press
Publication date:	12/03/2019
Pages:	244
Product dimensions:	8.70(w) x 5.70(h) x 0.90(d)

About the Author

Anuradha Bhattacharjee currently works as a consultant (Marketing & Strategy), faculty, and cross-cultural trainer for multinational corporations in India and abroad.

Table of Contents

List of Figures and Tables
Introduction

PART I
1 What Is Culture?
2 Prejudice and Stereotyping
3 Toward Larger Unities
4 What Is Globalization?
5 Country of Origin Perceptions
6 Globalization: Toward a Post-Modern Phase?
7 Impact of Multiculturalism

PART II
8 From the Margins to the Center: The Global South
9 Emerging Markets and Their Potential: Post-liberalizationIndia
10 Where India Is Now
11 The "China" Factor in Southeast Asia
12 Setting the Scene in South Asia
13 The "Automobile" Category

Conclusions
Index
About the Author