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Full Product Details

Author:   Basil G. Englis
Publisher:   Taylor & Francis Inc
Imprint:   Psychology Press
Dimensions:   Width: 15.20cm , Height: 1.50cm , Length: 22.90cm
Weight:   0.362kg
ISBN:  

9780805813951

ISBN 10:   0805813950
Pages:   278
Publication Date:   01 September 1994
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

"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."

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