OXFORD UNIVERSITY PRESS

Multiculturalism and Advertising: Indian and European Enterprises under Globalization

ISBN : 9780199453566

Price(incl.tax): 
¥5,841
Author: 
Anuradha Bhattacharjee
Pages
240 Pages
Format
Hardcover
Size
138 x 216 mm
Pub date
Nov 2017
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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 intercultural 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 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, towards a larger unity that is shaping the world.

Index: 

List of Tables and Figures
Introduction
PART I
Chapter 1: What Is Culture?
Chapter 2: Towards Larger Unities
Chapter 3: From Imperialism to Globalization
Chapter 4: Unity in Diversity: The Automobile Industry
Chapter 5: Rise of the Global South: India and China
PART II
Chapter 6: Indian Economy: Post-Liberalization Growth Index
Chapter 7: From the Margins to the Centre: India and China
Chapter 8: Setting the Scene in South Asia
Chapter 9: Conclusions
Bibliography
Index
About the Author

About the author: 

Anuradha Bhattacharjee has a PhD with distinction from the Sorbonne University, Paris. She has worked with UNESCO and in many multicultural business environments, most notably with Ogilvy and Mather (O&M) and Ford in India. She has been associated with the University of Leicester, CERI-Sciences Po, and the University of Westminster. She is a linguist and speaks several Indian and European languages. Currently, she works primarily as a consultant.

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