Impact of “Cultural Imperialism” on Advertising and Marketing
Abstract
“Cultural imperialism”, a highly debated concept, refers to how an ideology or a way of life is exported from one country to another through movement of cultural goods. A major driver of cultural imperialism in the era of globalization, are large corporations, many of whom have their base in the United States. Viewed “as homogenizing forces”, these corporations through their global brands are known to sell the same tastes and styles along with their values and lifestyle to consumers throughout the world. Because there is controversy over whether global media industries create uniform desires and habits, globalization, for advertising and marketing, is one of the most discussed concepts in recent years.[1] This paper analyzes a large corpus of European and Indian print advertisements to argue that rather than homogenization, globalization may be encouraging a new form of hybridization.
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Copyright (c) 2017 Anuradha Bhattacharjee
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