The Impact Of The Homogeneous Global
Advertising On Multicultural Reality
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
Keywords
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