{ "item_title" : "Multiculturalism and Advertising", "item_author" : [" Anuradha Bhattacharjee "], "item_description" : "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 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.", "item_img_path" : "https://covers3.booksamillion.com/covers/bam/0/19/945/356/019945356X_b.jpg", "price_data" : { "retail_price" : "45.00", "online_price" : "45.00", "our_price" : "45.00", "club_price" : "45.00", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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