Capitalist Realism in Africa: Realities and Myths in Advertising

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“Capitalist Realism” in Africa: Realities and Myths in Advertising is a multifaceted analysis of the role of advertising in the national development of Nigeria, and by extension, other African ...
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Advertising and Culture: A Tenuous Link

Pp. 17-23 (7)

Emmanuel C. Alozie

Abstract

Using dominant cultural theory as its anchor, Chapter III explored the role of advertising within and across national boundaries. It explored how culture is used and reflected in advertising messages.

Keywords:

Socialization, localization, globalization, glocalization, standardization, cultural universal, marketing, international.

Affiliation:

Governors State University USA.