Journals Higher Education



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240 Pages

8.5 x 5.4 inches

ISBN: 9780199453566

Bookseller Code (06)


Multiculturalism and Advertising

Indian and European Enterprises under Globalization

Anuradha Bhattacharjee

  • Analyses around 5,000 advertisements across India, Germany, and France
  • Examines how different cultures respond to corporate advertising strategies
  • Encompasses two decades of India's rapid and stunning economic success beginning with liberalization in 1991
  • Includes a special section on automobiles, analysing selling strategies in the three countries
  • Presents a comparative analysis of advertising from Western industrialized countries and Eastern developing countries, revealing similarities and differences in cultural values, norms, and stereotypes

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