Overview

Advertising is an important and visible component of marketing, competition, and consumer awareness. As many companies grow and expand to serve multinational audiences worldwide, there is a concomitant need to understand culture, customs and regulation in the world markets. Not only businesses but consumers and students as well need to understand the workings of advertising and its regulation in worldwide markets. This book is designed to fill this need for students and professionals. The book takes a thorough and critical view of the process in 21 countries, representing four continents of developed countries. An important feature of this handbook is the consistent, carefully plotted format of each chapter, facilitating easy access to key information. For each country, the chapters cover the following: form of government history of regulation along with current operating regulation systems route/manner in which cases are brought forward to regulating bodies advertising codes, if any, and how they work amount of money spent on advertising by year consumerism and its role in advertising specific regulation of advertising to children, health advertising and tobacco advertising sanctions and control of advertising found inadmissible position of commercial speech in country--if any Countries included are Argentina, Australia, Canada, Chile, China/Hong Kong, Colombia, Belgium, Brazil, Denmark, Finland, France, Japan, Korea, Mexico, Peru, Portugal, Spain, Sweden, the United States, and the United Kingdom. Each chapter's contributing author is a known expert in advertising with a particular insight on that country's language, culture, and advertising industry.

Full Product Details

Author:   Mary Alice Shaver ,  Soontae An
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 17.80cm , Height: 1.50cm , Length: 25.40cm
Weight:   0.498kg
ISBN:  

9780765629692

ISBN 10:   0765629690
Pages:   256
Publication Date:   30 October 2013
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Introduction; Part I North America; Chapter 1 Canada, Soontae An; Chapter 2 Mexico, Mercedes Medina; Chapter 3 The United States, Soontae An; Part II South America; Chapter 4 Argentina, Maria-Elena Gronemeyer; Chapter 5 Brazil, Paulo Faustino; Chapter 6 Chile, Maria-Elena Gronemeyer; Chapter 7 Colombia, Mercedes Medina; Chapter 8 Peru, Maria-Elena Gronemeyer; Part III The Nordic Countries; Chapter 9 Denmark, Mary Alice Shaver; Chapter 10 Sweden, Mary Alice Shaver; Part IV Other European Countries; Chapter 11 France, Jean-Pierre Teyssier; Chapter 12 Portugal, Luísa Ribeiro; Chapter 13 Spain, Mercedes Medina; Chapter 14 The United Kingdom, Mary Alice Shaver; Chapter 15 Germany, Dan Shaver; partV The Pacific Rim; Chapter 16 Australia, Gayle Kerr; Chapter 17 The People’s Republic of China, Liu Jing; Chapter 18 Hong Kong, Taiwan, and Macau, Liu Jing; Chapter 19 The Republic of Korea, Soontae An; Chapter 20 Japan, MarikoMorimoto; partVI Global Advertising Regulation; Chapter 21 Conclusion;

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Authored by Shaver, Mary Alice; An, Soontae

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