American Advertising in Poland

<p> This volume examines advertising for McDonald's Levi's Frito-Lay and Coca-Cola used in Poland from 1990 to 2007. Case studies reveal a complex relationship between the corporations and Polish society and challenge the assumption that companies force products and ideas into a new market and thus destroy traditions and cultures. Companies instead found that they must adapt to meet Poland's cultural needs and pressures. Against a backdrop of globalization the book contends Poles transform and assimilate these outside products into their culture.</p>