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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 in 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.   

Contents: Introduction. Part I: 1. What is culture? 2. Prejudice and stereotyping. 3. Toward larger unities. 4. What is globalization? 5. Country of origin perceptions. 6. Globalization: toward a post-modern phase? 7. Impact of multiculturalism. Part II: 8. From the margins to the center: the global south. 9. Emerging markets and their potential: post-liberalization India. 10. Where India is now.11. The “china” factor in Southeast Asia.12. Setting the scene in South Asia. 13. The “automobile” category. Conclusions. Index.