American advertising in Poland : a study of cultural interactions since 1990 / Jeffrey K. Johnson.

Format:

Book

Author/Creator:

Johnson, Jeffrey K., 1972-

Language:

English

Subjects (All):

Advertising--Poland.

Advertising.

Corporations, American--Poland.

Corporations, American.

National characteristics, Polish.

Physical Description:

1 online resource (204 p.)

Place of Publication:

Jefferson, North Carolina : McFarland & Company, [2009]

Language Note:

English

Summary:

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.

Contents:

In the beginning : socialist-era advertising

McPoland

Levi's : rebellion in a size 6

When the chips are down : Frito-Lay Poland

Red, white, and cola : coca-cola advertising in Poland.

Notes:

Description based upon print version of record.

Includes bibliographical references (pages 181-187) and index.

Description based on print version record.

ISBN:

0-7864-5256-0