Globalisation and Advertising in Emerging Economies: Brazil, Russia, India and China, 1st Edition (e-Book) book cover

Globalisation and Advertising in Emerging Economies

Brazil, Russia, India and China, 1st Edition

By Lynne Ciochetto


188 pages | 20 B/W Illus.

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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.

Table of Contents

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

About the Author

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.

About the Series

Routledge Studies in International Business and the World Economy

As ever-increasing proportion of the world's business takes place across national borders, the need to understand the motive forces behind international business becomes greater. Transnationals are now, in many cases, as important as national governments in shaping trade flows and economic trends. As this series demonstrates, international business is not just the preserve of the largest companies, but impacts on all aspects of business and economic activity. This series is essential reading for policy makers as well as researchers in international business and applied international economics.

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Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Ethnic Studies / General
SOCIAL SCIENCE / Regional Studies