American Advertising in Poland
A Study of Cultural Interactions Since 1990| By: | Jeffrey K. Johnson |
| Publisher: | McFarland & Company, Inc., Publishers |
| Print ISBN: | 9780786437979 |
| eText ISBN: | 9780786452569 |
| Edition: | 0 |
| Copyright: | 2009 |
| Format: | Page Fidelity |
Lifetime - $29.99
eBook Features
Instant Access
Purchase and read your book immediately
Read Offline
Access your eTextbook anytime and anywhere
Study Tools
Built-in study tools like highlights and more
Read Aloud
Listen and follow along as Bookshelf reads to you
Details
Table of Contents
This volume examines advertising for McDonald's, Levi's, Frito-Lay, and Coca-Cola used in Poland from 1990 to 2007. Case studies reveal a complex relationship between the corporations and Polish society and challenge the assumption that companies force products and ideas into a new market and thus destroy traditions and cultures. Companies instead found that they must adapt to meet Poland's cultural needs and pressures. Against a backdrop of globalization, the book contends, Poles transform and assimilate these outside products into their culture.