American Advertising in Poland
Download or Read eBook American Advertising in Poland PDF written by Jeffrey K. Johnson and published by McFarland. This book was released on 2014-01-10 with total page 205 pages. Available in PDF, EPUB and Kindle.
Author | : Jeffrey K. Johnson |
Publisher | : McFarland |
Total Pages | : 205 |
Release | : 2014-01-10 |
ISBN-10 | : 9780786452569 |
ISBN-13 | : 0786452560 |
Rating | : 4/5 (69 Downloads) |
Book Synopsis American Advertising in Poland by : Jeffrey K. Johnson
Book excerpt: 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.