Madison Avenue in Asia: Politics and Transnational Advertising
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Book Details
Author(s)
Michael H. Anderson
Publisher
Fairleigh Dickinson Univ Pr
ISBN / ASIN
0838631010
ISBN-13
9780838631010
Marketplace
France 🇫🇷
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Description
Dependency theory is used to analyze the significance of the rapidly expanding transnational advertising agencies as they operate in Singapore, China, Indonesia, and Malaysia. The American hegemony over international advertising is discussed, as is the general question of the effectiveness of foreign-influenced advertising.
