Global and Multinational Advertising
Coordonnateur : Englis Basil G.
![Couverture de l’ouvrage Global and Multinational Advertising](https://images.lavoisier.fr/couvertures/1317766619.jpg)
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.
Contents: Preface. Part I: Values and Culture.E. Lester, International Advertising Research and International Communication Theory. J.A. McCarty, The Role of Cultural Value Orientations in Cross-Cultural Research and International Marketing and Advertising. L.R. Kahle, S. Beatty, J. Mager, Implications of Social Values for Consumer Communications: The Case of the European Community. Part II: Subcultural Issues.B.B. Stern, Advertising to the "Other" Culture: Women's Use of Language and Language's Use of Women. L.M. Milner, Multinational Gender Positioning: A Call for Research. R.J. Astroff, Advertising, Anthropology, and Cultural Brokers: A Research Report. Part III: Cross-Cultural Issues.F.M. Caudle, National Boundaries in Magazine Advertising: Perspectives on Verbal and Nonverbal Communication. S. Bradley, J. Hitchon, E. Thorson, Hard Sell Versus Soft Sell: A Comparison of American and British Advertising. P.R. Prabhaker, P. Sauer, Advertising in the People's Republic of China. C.R. Taylor, G.E. Miracle, K.Y. Chang, The Difficulty of Standardizing International Advertising: Some Propositions and Evidence from Japanese, Korean and US Television Advertising. S.J. Gould, Y. Minowa, "Are They Saying the Same Thing?" An Exploratory Study of Japanese and American Automobile Advertising. Part IV: Methods and Paradigms.R.J. Corey, J.D. Williams, Developing a Text-Theoretic Methodology for Analyzing Subcultural Market Segments: A Pilot Study. A.M. Bozzolo, T.C. Brock, Toward a Universal Paradigm for Examining Processing of Brand Information: An Application of Illusory Correlation Theory.
Date de parution : 10-1994
15.2x22.9 cm
Date de parution : 03-2017
15.2x22.9 cm
Thèmes de Global and Multinational Advertising :
Mots-clés :
research; international; soft; sell; market; segment; semantic; differential; scale; illusory; International Advertising Research; Focus Group Text; West Germany; General Audience Newspaper; Advertising Research; Hard Sell Ads; Illusory Correlation Effect; Comparable American Ads; Chinese Government; Advertising Trade Press; Nonstudent Subjects; Nonstudent Samples; Illusory Correlation; Commercial Length; Generic Category Subjects; Brand Information; GNP Ratio; Uncertainty Avoidance; Bungei Shunju; Low Context Culture; Television Systems; Pain Relievers; Japanese Ads; Traditional Cultural Construction; Cluster Terms