Culture, Media and Market in three Asian regions

Culture is is an important part of human life. For the understanding of man, the focus of sociologists and anthropologists is on the study of culture. The societal traditions, customs, rituals, art, artifacts, literatures, material-non material possessions of man, manners, ettiquets, festivities and the ways of merry making are the important elements of culture. In this paper my main objective is to understand the relatoinship among the festivities aspect of culture, advertising as an important part of media and sale prommotion efforts as the part of market in three regions of Asia in this era of Globalisation. The regions are - India, Middle East, and China. The major festivity periods under the present review are Ramdan - Eid in the UAE, Diwali-Durgapuja-Eid which occurred almost at the same time in India and the Chinese New Year in China. On the basis of the secondary sources as well as my first hand observations, I have made an attempt to show that how advertising taking help of media during the period of festivities has nfluenced market and promoted sale. have the priviledge of serving in these three regions as a media-advertising person, naturally my personal observations and understanding have contributed a great deal in the preparation of this paper.