Globalization, penetration, and transformation

A critical analysis of transnational advertising agenices in Asia

Authored by: Kwangmi Ko Kim , Hong Cheng

The Routledge Companion to Advertising and Promotional Culture

Print publication date:  March  2013
Online publication date:  February  2013

Print ISBN: 9780415888011
eBook ISBN: 9780203071434
Adobe ISBN: 9781135095574

10.4324/9780203071434.ch10

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Abstract

As “a series of complex, independent yet interrelated processes of stretching, intensifying, and accelerating worldwide interconnectedness,” globalization is affecting “all aspects of human relations and transactions—economic, social, cultural, environmental, political, diplomatic, and security—such that events, decisions, and activities in one part of the world ha[ve] immediate consequences for individuals, groups, and states in other parts of the world” (S. Kim 2000: 10). Among the tidal waves of globalization is transnational advertising, which has swept across most parts of the globe since the 1970s. With their remarkable economic growth in recent decades, many countries in Asia 1 are seen as the greatest “beneficiaries” of globalization (Roach 2009: 1). If free markets have been the fuel for economic growth in Asia, advertising—including transnational advertising—has been the match that sparked the fire (Frith 1996: 9).

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