Multiculturalism And Advertising by Anuradha Bhattacharjee

Few expressions of globalisation 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.