American Advertising in Poland
| Author | : Jeffrey K. Johnson |
| Publisher | : McFarland |
| Total Pages | : 205 |
| Release | : 2014-01-10 |
| ISBN-10 | : 9780786452569 |
| ISBN-13 | : 0786452560 |
| Rating | : 4/5 (560 Downloads) |
Download or read book American Advertising in Poland 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. 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.
