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Journal of Creative Communications
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Reaching the Unreachable

Resolving Globalization vs. Localization Paradox

Tej K. Bhatia

Tej K. Bhatia is affiliated to the Linguistics/Cognitive Sciences Program, Syracuse University, Syracuse, New York

Mukesh Bhargava

Mukesh Bhargava is at Department of Marketing and Management, Oakland University, Rochester, Michigan

The main focus of this study is on the analysis of the messages in the ‘unconventional’ media and wall advertising. We base our study on an empirical investigation of over 2,000 ads in rural settings. The ads include commercial, social and service advertisements. The findings indicate that the advertisers favour the ‘cooperative’ view as opposed to the ‘competitive’ view. They mix languages and scripts to optimize the strength and appeal of their messages. The strengths and limits of the ‘standardization’ versus ‘adaptation’ strategies are accounted for with special reference to the structural properties of wall ads. The directions for future research are outlined.

Journal of Creative Communications, Vol. 3, No. 2, 209-230 (2008)
DOI: 10.1177/097325860800300205
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This Article
Right arrow Abstract Freely available
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Bhatia, T. K.
Right arrow Articles by Bhargava, M.
Right arrow Search for Related Content
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?