This volume examines advertising for McDonald's, Levi's, Frito-Lay, and Coca-Cola used in Poland from 1990 to 2005. 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.
Jeffrey K. Johnson is an American studies instructor at Michigan State University and has published articles on popular culture. He received the Somers Award for Excellence in Teaching and also served as a Peace Corps volunteer in Turkmenistan.