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Title Global and multinational advertising / edited by Basil G. Englis
Published Hillsdale, N.J. : L. Erlbaum, 1994
©1994
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Description 1 online resource (xii, 266 pages) : illustrations
Series Advertising and consumer psychology
Advertising and consumer psychology.
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 examining processing of brand information : an application of illusory correlation theory / Anita M. Bozzolo and Timothy C. Brock
Summary Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters
Bibliography Includes bibliographical references and indexes
Notes Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL
digitized 2010 HathiTrust Digital Library committed to preserve pda MiAaHDL
Print version record
Subject Advertising -- Cross-cultural studies
Consumer behavior -- Cross-cultural studies
Marketing -- Cross-cultural studies
Genre/Form Cross-cultural studies.
Form Electronic book
Author Englis, Basil G.
ISBN 1317759761
131775977X
9781317759768
9781317759775