Advertising in Nonaffluent Societies: Galbraith Revisited
Author(s)
James, Jeffrey; Lister, Stephen
Abstract
The author has been a leading proponent of the view that advertising can only have a persuasive effect on consumers who have satisfied their basic needs. Galbraith’s theory implies that advertising expenditures should be minimal in poor countries and that levels of advertising expenditures ought to correspond to levels of affluence. This selection argues that Galbraith’s view is undeniable and that transnational advertising practices may create negative welfare effects in less developed countries.
