Table of Contents Introduction Chapter 1- Globalisation of advertising: an overview of trends and issues: John Sinclair Chapter 2- Globalisation, branding and advertising's stakeholders: Linda Brennan and Robert Crawford Chapter 3- Digital advertising and the new world of 'viral' advertising: Lukas Parker, Dang Nguyen and Linda Brennan Chapter 4- American advertising and the politics of consumption: Jean M. Grow Chapter 5- Latin America and its influence on global creative advertising: Mensa Marta Torras Chapter 6- Not an island: the symbiotic connection of the UK and global advertising industry: Matthew Hook Chapter 7- Advertising in Western Europe: the influence of digital media and sustainability: Isidoro Arroyo-Almaraz and Lilia Ivana Mamic Chapter 8- Advertising market in Central and Eastern Europe: case study of advertising market in Poland: Tomasz DomaÅski Chapter 9- Advertising cultures and global influences in sub-Saharan Africa: Nigerian, South African and Kenyan models: Rotimi Williams Olatunji Chapter 10- Advertising in the Middle East and Western Asia: advertising culture and global influences: Reza Semnani Jazani Chapter 11- Indian advertising in the context of globalisation: Hari Sreekumar and Rohit Varman. Chapter 12- Advertising in Singapore: regional hub, global model: Peter Ling Chapter 13- China: unique approaches to advertising in a globalising world: Julie Bilby and Kunal Sinha Chapter 14- Australasian advertising and the world: Jackie Dickenson and Robert Crawford Chapter 15- From global to social: digital communication and the future of globalisation and advertising: Robert Crawford, Linda Brennan, Dang Nguyen and Lukas Parker.