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What is Anglo-Saxon

Chapter 15
Handbook of Research on Global Perspectives on International Advertising
An ethnic name originally used for Germanic tribes that inhabited England, the term generically used for describing English speaking countries.
Published in Chapter:
From an Empire to Brexit: Globalization and Glocalization in British Advertising
Onur Serdan Çarboğa (Istanbul Bilgi University, Turkey) and Ece Nur Kaya Yıldırım (Ege University, Turkey)
Copyright: © 2022 |Pages: 26
DOI: 10.4018/978-1-7998-9672-2.ch015
Abstract
To comprehend how British advertising gained its unique identity, this study reviews historical events and phenomena such as imperialism and Brexit, discusses the cultural structure of British society, and considers the advertising industry's political-economic structure. It utilises a modern branch of critical discourse analysis called multimodal discourse analysis and extensively studies the HSBC TV commercial titled ‘Home To So Much More', focusing on how its visuals create and represent Britishness and the British way of making advertisements.
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