Nationalization of Advertising in an Age of Global Marketing

Rizalito Gregorio


This paper discusses the seeming cross currents between the need to promote national cultural values and interests and the inexorable pace of globalization that would have as its consequence the homogenization of the world market.

 Advertising is a mode of communication for both national cultural promotion and global marketing.  Clearly then, the Philippine advertising industry is in some sort of a dilemma.

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