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Globalisation and Advertising in Emerging Economies

Brazil, Russia, India and China

By Lynne Ciochetto

Routledge – 2012 – 188 pages

Series: Routledge Studies in International Business and the World Economy

Purchasing Options:

  • Add to CartPaperback: $53.95
    978-1-13-801421-3
    January 10th 2014
  • Add to CartHardback:
    978-0-415-56200-3
    December 13th 2011

Description

Brazil, Russia, India and China are four of the largest and most dynamic contemporary emerging economies in the world. Strong economic growth in each of these economies has been accompanied by the expansion of the advertising and consumer goods sectors. Using a series of country studies, this book explores the dynamics of global capitalism from the perspective of global advertising.

The book highlights the on-going expansion of advertising and consumerism against the wider socio-economic, political and cultural contexts. It provides fresh insights about contemporary global priorities, and argues that advertising plays a key role linking culture and the economy. By presenting individual case studies of advertising campaigns, it offers examples of the globalisation of specific brands. Environmental implications of the expansion of advertising and its role in stimulating consumerism are explored in the context of the four emerging economies. The book compares and contrasts the individual country profiles, and makes an assessment of the validity of the argument regarding their projected importance and the likelihood of their future dominance of the global economy.

Contents

1. Introduction 2. Brazil 3. Russia 4. India 5. China 6. An Environmental Audit of the BRICS 7. Conclusion

Author Bio

Lynne Ciochetto is an Associate Professor at the Institute of Communication Design, Massey University, New Zealand. Her research interests include sociology, anthropology, development studies, environmental sustainability and graphic design.

Name: Globalisation and Advertising in Emerging Economies: Brazil, Russia, India and China (Hardback)Routledge 
Description: By Lynne Ciochetto. Brazil, Russia, India and China are four of the largest and most dynamic contemporary emerging economies in the world. Strong economic growth in each of these economies has been accompanied by the expansion of the advertising and consumer goods sectors...
Categories: Communication Studies, Popular Culture, Advertising Studies, International Media, Visual Culture, Political Economic Studies, Development Studies, Culture & Development, South Asian Studies, Globalization