Culture and Advertising in the Scenario of Globalization
Journal Title: Journal Global Values A Peer Reviewed International Journal - Year 2017, Vol 0, Issue 1
Abstract
This paper explains how role of culture as a dominant factor of advertising and the different approaches or strategies that are being employed to execute advertising throughout the world. It discusses about the Standardization approach, Pattern standardization and localization approach being used in advertising worldwide. Proceeding further it discusses about effect of globalization in Indian advertising and how it is responsible in promoting change in culture and setting up new bench mark in various categories of product and adaption of the new lifestyle. This change is evident in various categories of product including both men, women and children’s advertising in India.
Authors and Affiliations
Dr. Abinash Das
Keywords
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