American Advertising in Poland
A Study of Cultural Interactions Since 1990
Jeffrey K.
Johnson
ISBN
978-0-7864-3797-9
bibliography, index
244pp.
softcover
2009
Available for immediate shipment
Description
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.
About the Author
Jeffrey K. Johnson is an ORISE Fellow at the Joint POW/MIA Accounting Command in Honolulu, Hawaii. He earned his Ph.D in American Studies at Michigan State University and has published several articles on popular culture. He received the Somers Award for Excellence in Teaching at Michigan State and also served as a Peace Corps volunteer in Turkmenistan.
Reviews
“Johnson’s study should serve as an ideal model for all future examinations of commercial advertising...provides an incisive and extremely perceptive analysis of how advertising works as popular culture narrative...brilliant...wonderfully well-written...one of the best I have ever read”—The Journal of Popular Culture.
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Table of Contents & Excerpts
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