American Advertising in Poland: A Study of Cultural Interactions Since 1990

By Jeffrey K. Johnson

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.

• Format: Paperback
• Language: English
• ISBN: 0786437979
• ISBN13: 9780786437979
• Release Date: December 2008
• Publisher: McFarland and Company, Inc.
• Length: 244 Pages
• Weight: 0.65 lbs.
• Dimensions: 0.7" x 5.9" x 8.9"
• Age Range: 18 years and up
• Grade Range: Postsecondary and higher