{"product_id":"9780199453566","title":"Multiculturalism and Advertising : Indian and European Enterprises under Globalization","description":"\u003cp\u003eFew 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.\u003c\/p\u003e\n\n\u003cp\u003eThis 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 i 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.\u003c\/p\u003e","brand":"OUP India","offers":[{"title":"Default Title","offer_id":48666328170731,"sku":"00000_00000_00000_00000","price":82.4,"currency_code":"SGD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0758\/4484\/5803\/files\/9780199453566-1.jpg?v=1781781451","url":"https:\/\/kinokuniya.com.sg\/products\/9780199453566","provider":"Books Kinokuniya Singapore","version":"1.0","type":"link"}