International advertising: a content analysis of cross-cultural differences
Description:
This study addresses the question of cross-country standardization of advertising by identifying existing cross-national differences in magazine advertisements. A content analysis of 1,983 advertisements in business, women's and general interest magazines was performed. The sample included 1989 and 1990 magazine issues from the United States, United Kingdom, France, India and South Korea.
Date:
May 1991
Creator:
Cutler, Bob D. (Bob Dean)
Partner:
UNT Libraries