Journals Higher Education
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£31.99

Hardback

Published: 05 September 2019

244 Pages

216x140mm

ISBN: 9780199453566


Bookseller Code (AJ)

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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