WIT Press


The Impact Of The Homogeneous Global Advertising On Multicultural Reality

Price

Free (open access)

Paper DOI

10.2495/CI040421

Volume

31

Pages

10

Published

2004

Size

318 kb

Author(s)

L. Chilarescu

Abstract

This paper provides an overview of the main effects of the global homogeneous advertising, which emerged in our country after 1989. This new merger-mania trend, globalization, has been the main worldwide dramatic and significant transformation of the past century. Diverse cultures are becoming visible: new global technology allows this diversity to be declared, acknowledged and shared, allowing for a link of civilizations and societies. However, globalization has also had many negative effects upon humanity. It also submits a perspective on the new tendencies and trends characterizing advertising as a new means of mass education and formation. We shall focus on the relationship between the global corporatism, the global target market and the global market values, on the one hand, and the impact of consumerism and advertising, on the other hand. We shall address the nature o

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