Capitalist Realism in Africa: Realities and Myths in Advertising

Advertising and Culture: A Tenuous Link

Author(s): Emmanuel C. Alozie

Pp: 17-23 (7)

DOI: 10.2174/9781608059768115010011

* (Excluding Mailing and Handling)


Using dominant cultural theory as its anchor, Chapter III explored the role of advertising within and across national boundaries. It explored how culture is used and reflected in advertising messages.

Keywords: Socialization, localization, globalization, glocalization, standardization, cultural universal, marketing, international.

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