Multiculturalism and Advertising: Indian and European Enterprises under Globalization

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 intercultural advertising through an empirical study of advertisements in two geographically diverse commercial regions-Europe and India. Showing that there is a significant increase in multicultural images, symbols, and texts in advertisements, this book argues that there is a growing congruence of values among different cultures.