3/7/2000
Did you know that advertising in China dates back as far as the 11th century B.C., when trade fairs employed street hawkers to publicize their events? That's just one among the many intriguing pieces of information to be found in International Advertising: Realities and Myths, a collection of learned essays from authors in ten countries who represent both the marketplace and academia. This interesting book provides both historical perspective on advertising's course through the world and current analysis of trends in countries as diverse as Russia, Germany, India and South Africa. The writing is generally dry, but there is plenty of substance here, fulfilling the editor's stated mission to illuminate global advertising in the light of overall trends in business globalization.