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Advertising as Cultural Invasion

Katherine Frith, Michael Frith

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Abstract

Recent growth in the volume of Westernbased multinational advertising in Southeast Asia has generated concern over cultural invasion in the region. The authors of this paper show that advertising is a complex technology and a cultural form that has been transferred from West to East, and that much of it represents a cultural Invasion In Southeast Asia. This paper calls for a reconceptualization of advertising as a cultural artifact, and presents a method of analysing the contents of advertising to reveal the ‘hidden’ cultural messages.

About this research paper

What this paper is about

Recent growth in the volume of Westernbased multinational advertising in Southeast Asia has generated concern over cultural invasion in the region. The authors of this paper show that advertising is a complex technology and a cultural form that has been transferred from West to East, and that much of it represents a cultural Invasion In Southeast Asia. This paper calls for a reconceptualization of advertising as a cultural artifact, and presents a method of analysing the contents of advertising to reveal the ‘hidden’ cultural messages.

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OpenAlex reports 11 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

Recent growth in the volume of Westernbased multinational advertising in Southeast Asia has generated concern over cultural invasion in the region. The authors of this paper show that advertising is a complex technology and a cultural form that has been transferred from West to East, and that much of it represents a cultural Invasion In Southeast Asia. This paper calls for a reconceptualization of advertising as a cultural artifact, and presents a method of analysing the contents of advertising to reveal the ‘hidden’ cultural messages.

Key concepts: Multinational corporation, Southeast asia, Advertising, Artifact (error), Geography, Political science, Sociology, Business

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