Global and multinational advertising /
Saved in:
| Other Authors: | |
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| Format: | Book |
| Language: | English |
| Published: |
Hillsdale, N.J. :
Lawrence Erlbaum Associates,
1994.
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| Series: | Advertising and consumer psychology.
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| Subjects: |
Table of Contents:
- International advertising research and international communication theory / Elli Lester
- The role of cultural value orientations in cross-cultural research and international marketing and advertising / John A. McCarty
- Implications of social values for consumer communications : the case of the European Community / Lynn R. Kahle, Sharon Beatty, and John Mager
- Advertising to the "other" culture : women's use of language and language's use of women / Barbara B. Stern
- Multinational gender positioning : a call for research / Laura M. Milner
- Advertising, anthropology, and cultural brokers : a research report / Roberta J. Astroff
- National boundaries in magazine advertising : perspectives on verbal and nonverbal communications / Fairfid M. Caudle
- Hard sell versus soft sell : a comparison of American and British advertising / Sandra Bradley, Jacqueline Hitchon, and Esther Thorson
- Advertising in the People's Republic of China / Paul R. Prabhaker and Paul Sauer
- The difficulty of standardizing international advertising : some propositions and evidence from Japanese, Korean, and U.S. television advertising / Charles R. Taylor, Gordon E. Miracle, and Kyu Yeol Chang
- "Are they saying the same thing?" : an exploratory study of Japanese and American automobile advertising / Stephen J. Gould and Yuko Minowa
- Developing a text-theoretic methodology for analyzing subcultural market segments : a pilot study / Robert J. Corey and Jerome D. Williams
- Toward a universal paradigm for examinging processing of brand information : an application of illusory correlation theory / Anita M. Bozzolo and Timothy C. Brock.
