ABSTRACT
This chapter argues globalisation comes about as a result of technological changes as well as flows of people and information throughout the ages. It illustrates the connections between the global, local and regional contexts and demonstrates their impact on the way that advertising is conducted. Technology is changing the way nations, politics and power are engaged with by citizens who are operating in a borderless world. Advertising in the global context allows people, wherever they are located, to perceive other realities and creates different forms of reality, some of which can be translated across international borders and some of which are not readily transferred because of the dynamics of the global market space. The concept of branding has evolved from early identifiers using written words and symbols for example, dynasty and emperor names on sculpture and pottery in China, hot iron and ear marking on cattle, letters on clothing or tattoos on skin.
