ISBN : 9780199453566
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.
List of Tables and Figures
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
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
About the Author