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E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/30738434 Title: Global and multinational advertising Author: Basil G Englis Publisher: Hillsdale, N.J. : L. Erlbaum, 1994. ISBN/ISSN: 0805811370 9780805811377 0805813950 9780805813951 OCLC:30738434

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Global and multinational advertising

Author:	Basil G Englis
Publisher:	Hillsdale, N.J. : L. Erlbaum, 1994.
Series:	Advertising and consumer psychology.
Edition/Format:	Book : EnglishView all editions and formats
Rating:	(not yet rated) 0 with reviews - Be the first.

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Genre/Form:	Cross-cultural studies
Additional Physical Format:	Online version: Global and multinational advertising. Hillsdale, N.J. : L. Erlbaum, 1994 (OCoLC)621430108
Document Type:	Book
All Authors / Contributors:	Basil G Englis Find more information about:
ISBN:	0805811370 9780805811377 0805813950 9780805813951
OCLC Number:	30738434
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.

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