About the Book
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:
Contents: Introduction: global advertising and values, S.M. Mazharul Haque; Part I Africa and Middle East: Advertising and globalization: the transmission culture in Nigerian print advertising, Emmanuel C. Alozie; Advertising in transition: a case study on Nigeria's burgeoning market, Olugbenga C. Ayeni; Patterns of Arabic taste and popular culture: a social reading of Arabic commercials, Aliaa Dakoury; Advertising in Israel: from traditional dilettantism to professional Westernism, Amir Hetsroni. Part II Asia: Cambodia: from conflict to consumerism, through chaos to progress, Jan Quarles; The role of indirect advertising in establishing social legitimacy: an analysis of tobacco sponsorship in China, Amy O'Connor and Mary Frances Casper; Advertising in Indonesia: balancing an 'Asian' socio-culture with economic growth, multimedia convergence and expanded consumerism, Anuradha Venkateswaran; The dynamics and entrepreneurship of advertising in India, Tej K. Bhatia and Mukesh Bhargava; Advertising communication styles in Eastern Asia, Fei Xue. Part III Europe: Advertising practice in post-Communist Kazakhstan: improvising on capitalist communications, Amos Owen Thomas; Challenges and opportunities for advertising in Moldova, a nation in transition, Michael H. McBride; Developments in advertising in a post-socialist environment: longitudinal analysis of Polish print ads, Elzbieta Lepowska-White and Thomas G. Brashear; Advertising in Slovenia: Eastern European spirit, Western European style, Michael H. McBride and Janez Damjan. Part IV South America: Multinational advertising agencies in Latin America: from historical development to present practices, Gladys Torres-Baumgarten; An overview of trends and strategies in Latin America: a Colombian case, Jaime S. Gomez. Part V Cross Cultural Exploration: North America and Others: Gender role and social power in African and North American advertisements, Bruce A. Huhmann and Jennifer J. Argo; Exporting American advertising strategies: a comparative case study of the United States, Japan and New Zealand, Joseph P. Helgert and Anne Zahradnik; Epilogue: is there a common thread in international advertising? Emmanuel U. Onyedike; Index.
About the Author :
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 Communique, 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. S.M. Mazharul Haque, Emmanuel C. Alozie, Olugbenga C. Ayeni, Aliaa Dakoury, Amir Hetsroni, Jan Quarles, Amy O'Connor, Mary Frances Casper, Anuradha Venkateswaran, Tej K. Bhatia, Mukesh Bhargava, Fei Xue, Amos Owen Thomas, Michael H. McBride, Elzbieta Lepowska-White, Thomas G. Brashear, Janez Damjan, Gladys Torres-Baumgarten, Jaime S. Gomez, Bruce A. Huhmann, Jennifer J. Argo, Joseph P. Helgert, Anne Zahradnik, Emmanuel U. Onyedike.
Review :
'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
