Global and Multi-National Advertising

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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 ...

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Global and Multinational Advertising

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Overview

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 will have much to say to consumer psychologists and marketing specialists alike.

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Product Details

Table of Contents

Preface
1 International Advertising Research and International Communication Theory 3
2 The Role of Cultural Value Orientations in Cross-Cultural Research and International Marketing and Advertising 23
3 Implications of Social Values for Consumer Communications: The Case of the European Community 47
4 Advertising to the "Other" Culture: Women's Use of Language and Language's Use of Women 67
5 Multinational Gender Positioning: A Call for Research 83
6 Advertising, Anthropology, and Cultural Brokers: A Research Report 103
7 National Boundaries in Magazine Advertising: Perspectives on Verbal and Nonverbal Communication 117
8 Hard Sell versus Soft Sell: A Comparison of American and British Advertising 141
9 Advertising in the People's Republic of China 159
10 The Difficulty of Standardizing International Advertising: Some Propositions and Evidence from Japanese, Korean, and U.S. Television Advertising 171
11 "Are They Saying the Same Thing?" An Exploratory Study of Japanese and American Automobile Advertising 193
12 Developing a Text-Theoretic Methodology for Analyzing Subcultural Market Segments: A Pilot Study 207
13 Toward a Universal Paradigm for Examining Processing of Brand Information: An Application of Illusory Correlation Theory 233
Author Index 251
Subject Index 259
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