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ERIC Number: ED275020
Record Type: Non-Journal
Publication Date: 1986-May
Pages: 33
Abstractor: N/A
ISBN: N/A
ISSN: N/A
Cultural Penetration in Latin America through Multinational Advertising Agencies.
Del Toro, Wanda
Few studies have addressed the issue of cultural penetration of Latin American countries by multinational corporations (MNCs) and multinational advertising agencies (MAAs). Whether they are considered multinational or transnational, MAAs have expanded as a form of international communication in the global market, forming the backbone of MNCs. Together, they control a small number of firms producing goods and services that enjoy worldwide demand. Business proponents claim that internationalization of advertising does not necessarily have negative effects on culture because MAAs are merely appealing to cultural universals. However, others warn of the danger of cultural extinction. Through their dominance of advertising and broadcasting systems and their message of consumerism, individualism, elitism, and materialism, MNCs and MAAs have become powerful shapers of Latin American culture. Both assume cultural homogenization and impose a predetermined set of cultural patterns on any target audience. In response to this imperialistic cultural penetration, some Latin American governments have opted for the capitalist system and are themselves increasingly becoming competitors in the advertising industry. Many have begun to nationalize capital investment and to develop enterprises for foreign investment. Though many theories exist regarding cultural penetration through MAAs and MNCs, evidence is needed to confirm them. (Supplementary tables and a six-page list of references are included.) (JD)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A