摘要：Globalization of consumption and advertising is a dominant aspect of the post-socialist economic and social transition in Central and Eastern Europe. Yet we are only beginning to understand how consumers and local advertisers make sense of this, the role of historical influences, and the meaning of current outcomes. Croatia is an excellent site for researching this. How local advertisers and consumers adjust to globalization, and adjust its forces to their culture, will in no small way determine Croatia’s future, socially, economically, and politically. Through a year of ethnographic fieldwork in Croatia, the authors hope to unlock the local meaning and process of market globalization.
关键词：globalization of consumption; advertising; transition; Croatia; ethnographic fieldwork
