Multiculturalism and Advertising

Indian and European Enterprises under Globalization

Anuradha Bhattacharjee (Autor)

Buch | Hardcover

244 Seiten

2019
OUP India (Verlag)
978-0-19-945356-6 (ISBN)

Artikel merken

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.

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-liberalization India
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

Erscheinungsdatum	01.10.2018
Verlagsort	New Delhi
Sprache	englisch
Maße	143 x 221 mm
Gewicht	378 g
Themenwelt	Sozialwissenschaften ► Ethnologie
	Sozialwissenschaften ► Soziologie
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
	Wirtschaft ► Volkswirtschaftslehre ► Makroökonomie
ISBN-10	0-19-945356-X / 019945356X
ISBN-13	978-0-19-945356-6 / 9780199453566
Zustand	Neuware