In what way has the globalisation of advertising affected national and local cultures and identities?

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Exploring the impact of globalization on identity, this essay argues that as individual and national identities fragment, narratives emerge to anchor them in tradition. It analyzes advertisements from various countries, including Canada, Germany, Malaysia, Thailand, and Ladakh, highlighting their role in shaping community and culture. Contrary to the belief that globalization fosters cultural homogenization, the paper suggests that global advertising can produce diverse outcomes for national and local identities, reflecting the complexities of cultural interactions.