Multiculturalism and Advertising : Indian and European Enterprises under Globalization

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Multiculturalism and Advertising : Indian and European Enterprises under Globalization

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  • 製本 Hardcover:ハードカバー版／ページ数 244 p.
  • 言語 ENG
  • 商品コード 9780199453566
  • DDC分類 659.1042

Full 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.

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.

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-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