Sketches the history of the expansion of multinational advertising agencies. Then examines the growth, characteristics, and consequences of these agencies in an important region of the developing world, Latin America. (PD)

The media imperialism approach to studies of communications in South America lacks sensitivity to the historical dimension, and tends to define the issues of western media imperialism in the context of the United States post-World War II ascendancy to world power. Through an examination of the expansion of U. S. communication interests into Latin…