Home / Books / Non Fiction / Business And Managemen
MULTICULTURALISM AND ADVERTISING C
ISBN:9780199453566
Categories: Books,
Non Fiction
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. >MULTICULTURALISM AND ADVERTISING CBHATTACHARJEE, ANURADHAOxford9780199453566