This indispensable study offers an in-depth analysis of advertising in developing and emerging economies as they join the global market and seek to improve the socio-economic condition of their citizens. Advertising in Developing and Emerging Countries illustrates the challenges and opportunities for advertising in these countries, and explores their critical relationship with developed economies with a multifaceted analysis of the role of advertising in an interdependent global economy. The contributors, academic and professional, with world wide experiences, examine the unique political, cultural and religious systems that affect advertising in a country, in both Western and non-Western contexts, and chart the consequences of its development from democratization to privatization to cultural hegemony. Emmanuel C. Alozie has put together an essential and unique book for scholars and students of public relations, advertising, marketing, media and international studies, as well as practitioners, those teaching and undertaking professional courses, and researchers in this critical field.
Table of Contents
List of Figures, List of Tables, Contributor Biographies, Introduction: Global Advertising and Values, PART I. Africa and the Middle East, Chapter 1. Advertising and Globalization: The Transmission of Culture in Nigerian Print Advertising, Chapter 2. Advertising in Transition: A Case Study on Nigeria’s Burgeoning Market, Chapter 3. Patterns of Arabic Taste and Popular Culture: A Social Reading of Arabic Commercials, Chapter 4. Advertising in Israel: From Traditional Dilettantism to Professional Westernism, PART II. Asia, Chapter 5. Cambodia: From Conflict to Consumerism, through Chaos to Progress, Chapter 6. The Role of Indirect Advertising in Establishing Social Legitimacy: An Analysis of Tobacco Sponsorship in China, Chapter 7, Advertising in Indonesia: Balancing an “Asian” Socio-Culture with Economic Growth, Multimedia Convergence and Expanded Consumerism, Chapter 8. The Dynamics and Entrepreneurship of Advertising in India, Chapter 9. Advertising Communication Styles in Eastern Asia, PART III. Europe, Chapter 10. Advertising Practice in Post-Communist Kazakhstan: Improvising on Capitalist Communications, Chapter 11. Challenges and Opportunities for Advertising in Moldova: A Nation in Transition, Chapter 12. Developments in Advertising in a Post-Socialist Environment: Longitudinal Analysis of Polish Print Ads, Chapter 13. Advertising in Slovenia: Eastern European Spirit, Western European Style, PART IV. South America, Chapter 14. Multinational Advertising Agencies in Latin America: From Historical Development to Present Practices, Chapter 15. An Overview of Advertising Trends and Strategies in Latin America: A Colombian Case, PART V. Cross-Cultural Exploration: North America and Others, Chapter 16. Gender Role and Social Power in African and North American Advertisements, Chapter 17. Exporting American Advertising Strategies: A Comparative Case Study of the United States, Japan and New Zealand, Epilogue. Is There a Common Thread in International Advertising?, Index
Emmanuel C. Alozie (Ph.D., University of Southern Mississippi) has worked professionally in public relations, advertising and journalism and has taught mass communication for two decades. His research interests are in international/intercultural communications, advertising/publication relations (strategic communication), journalism, and new media with emphasis on the role of mass media and new technologies in nation building, international relations/policies, reconciliation and national development. A former assistant editor with Democratic Communiqué, Alozie is widely published and has presented at academic conferences. He has refereed, and reviews, scholarly works and sits on a number of editorial boards. An award winning teacher and researcher, Alozie has received fellowships from the Freedom Forum, the American Press Institute, Cap-Cities/ABC, Inland Press Association, Dow Jones Newspaper Fund and the Poynther Institute.
'This engaging book provides in-depth, illuminating perspectives on and discussions and analyses of the advertising landscape, by world regions, thereby ensuring that advertising programs and campaigns are designed and implemented strategically for maximum effect. This comprehensive, up-close collection is an authoritative testament to the growing importance of advertising as a truly, deeply global activity.' - Professor Cornelius B. Pratt, Department of Strategic Communication, Temple University, USA 'A good resource on the status of advertising in developing countries, heretofore not available in one place.' - Patricia B. Rose, Professor Emerita, Florida International University