Advertising & Economy - XVIII© Swapan Brahmachari
Aug 31, 2000
It is difficult for it to overcome socioeconomic limitations inherent in
the economic system. Today, especially in the context of undifferentiated
liberalization and the urge for globalization, it is practically impossible
to break away from the stereotypes of international advertising, which
are invading India along with the transitional brands. The only hope lies
in the fact that with the experience of the last few years, there
are already indication of some moderation. Attention might once again turn
to the 'near-haves' and the 'have-nots' and new and innovative strategies
of what is being talked of as 'sustainable development' might be evolved.
in such a situation, advertising would really be able to contribute to
development in a meaningful way. This would offer major challenges to those
entering the advertising profession during the nineties - a challenge that
would demand fresh, innovative approaches, very different in many cases
from the models now coming from the advanced industrial nations.
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