Advertising in Developing and Emerging Countries: The Economic, Political and Social Context

By Keenan, Kevin | Journal of Advertising Education, Spring 2012 | Go to article overview

Advertising in Developing and Emerging Countries: The Economic, Political and Social Context


Keenan, Kevin, Journal of Advertising Education


Advertising in Developing and Emerging Countries: The Economic, Political and Social Context By Emmanuel C. Alozie, ed. (Gower Publishing, Surrey, England; 2011; 327 pages; hardcover; ISBN 978-0-566-09 174-2)

This volume is a one-of-a-kind compilation of material about advertising in countries and regions that have received very little attention from scholars in the past. It consists of 17 chapters and is broken into five parts, the first four of which focus on the specific geographic areas of Africa and the Middle East, Asia, Europe, and South America, and a final part entitled "Cross-cultural exploration: North America and others."

Chapters are authored by a diverse mix of well qualified professionals and academics from business and communication backgrounds representing both American researchers and native country specialists. Essays provide background on factors related to advertising in a particular country, and other entries present primary research studies from the region. While some of these studies offer interesting findings, such as evidence of ads in matriarchal African societies showing women as having more social power than ads in the West, the general essays are probably of more value to readers looking for basic information about the development and practice of advertising or country-specific points to consider.

Several topics reappear throughout the book and represent key areas concerning advertising planning and scholarship in the developing world. Among these are issues related to globalization, ad strategies based on standardization versus localization, the role of multinational agencies, matters of regulation and cultural factors that often cite the dimensions of culture first proposed by Hofstede. Nearly all authors call for further study of advertising in developing and emerging markets, and these recurring topics would seem to represent a good basis from which to proceed with such further examinations.

If there is a weakness to this book, it is probably related to its organization and the variance in terms of chapter quality. While the structure of the book makes sense, the overall product might benefit from a stronger introduction, laying out subjects to be dealt with and a more prescribed template for each chapter to build around, rather than simply offering brief abstracts of what various chapters contain. …

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