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 inspite of our differences, we are moving, at least in the corporate world, toward a larger unity.
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 inspite 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.
Inhaltsangabe
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
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
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