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|Additional Physical Format:||Online version:
Global and multinational advertising.
Hillsdale, N.J. : L. Erlbaum, 1994
|All Authors / Contributors:||
Basil G Englis
|ISBN:||0805811370 9780805811377 0805813950 9780805813951|
|Description:||xii, 266 p. : ill. ; 24 cm.|
|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.
|Series Title:||Advertising and consumer psychology.|
|Responsibility:||edited by Basil G. Englis.|