Multiculturalism and Advertising
Indian and European Enterprises under Globalization
Price: 1100.00 INR
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ISBN:
9780199453566
Publication date:
31/08/2019
Hardback
244 pages
216.0x140.0mm
Price: 1100.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780199453566
Publication date:
31/08/2019
Hardback
244 pages
216.0x140.0mm
Anuradha Bhattacharjee
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 in 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.
Rights: World Rights
Anuradha Bhattacharjee
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 in 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.
About the Author
Anuradha Bhattacharjee currently works as a consultant (marketing & strategy), faculty, and cross-cultural trainer for multinational corporations in India and abroad.
Anuradha Bhattacharjee
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-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
Anuradha Bhattacharjee
Features
- Analyses around 5,000 advertisements across India, Germany, and France
- Examines how different cultures respond to corporate advertising strategies
- Encompasses two decades of India’s rapid and stunning economic success beginning with liberalization in 1991
- Includes a special section on automobiles, analysing selling strategies in the three countries
- Presents a comparative analysis of advertising from Western industrialized countries and Eastern developing countries, revealing similarities and differences in cultural values, norms, and stereotypes
Anuradha Bhattacharjee
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 in 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.
About the Author
Anuradha Bhattacharjee currently works as a consultant (marketing & strategy), faculty, and cross-cultural trainer for multinational corporations in India and abroad.
Read MoreTable 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-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
Read More
