Abstract
The aims of this article are threefold: One, to focus on the advertising and marketing communications situating the presence of the USA in India. Two, to address three issues concerning the where, how, and impact dimensions of marking the US presence in Indian advertising. In that process an attempt will be made to integrate three aspects of advertising, namely: marketing, media, and linguistics. Three, to account for US corporate culture as it manifests itself in advertising. Central to our discussion are two product types: consumer products (e.g. Coke, Pepsi, Kellogg’s cereals, or Cadbury’s chocolates) and socially-sensitive, or ‘taboo’, products (e.g. condoms, alcohol, and breath fresheners).
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