MARC record from Internet Archive

LEADER: 02593cam a22003018a 4500
001 218284
005 19951023114858.0
008 940620s1994 njua b 001 0 eng
010 $a 94022421 $o30738434
035 $9ACO-1511
040 $aDLC$cDLC$dFUG$dGZM$dPGC$dXIM
020 $a0805811370
020 $a0805813950 (pbk.)
050 00 $aHF5821$b.G55 1994
082 00 $a659.1$220
049 $aXIMM
245 00 $aGlobal and multinational advertising /$cedited by Basil G. Englis.
260 $aHillsdale, N.J. :$bLawrence Erlbaum Associates,$c1994.
263 $a9409
300 $axii, 266 p. :$bill. ;$c24 cm.
440 0 $aAdvertising and consumer psychology
504 $aIncludes bibliographical references and indexes.
505 0 $a International advertising research and international communication theory / Elli Lester -- The role of cultural value orientations in cross-cultural research and international marketing and advertising / John A. McCarty -- Implications of social values for consumer communications : the case of the European Community / Lynn R. Kahle, Sharon Beatty, and John Mager -- Advertising to the "other" culture : women's use of language and language's use of women / Barbara B. Stern -- Multinational gender positioning : a call for research / Laura M. Milner -- Advertising, anthropology, and cultural brokers : a research report / Roberta J. Astroff -- National boundaries in magazine advertising : perspectives on verbal and nonverbal communications / Fairfid M. Caudle -- Hard sell versus soft sell : a comparison of American and British advertising / Sandra Bradley, Jacqueline Hitchon, and Esther Thorson -- Advertising in the People's Republic of China / Paul R. Prabhaker and Paul Sauer --
505 0 $a The difficulty of standardizing international advertising : some propositions and evidence from Japanese, Korean, and U.S. television advertising / Charles R. Taylor, Gordon E. Miracle, and Kyu Yeol Chang -- "Are they saying the same thing?" : an exploratory study of Japanese and American automobile advertising / Stephen J. Gould and Yuko Minowa -- Developing a text-theoretic methodology for analyzing subcultural market segments : a pilot study / Robert J. Corey and Jerome D. Williams -- Toward a universal paradigm for examinging processing of brand information : an application of illusory correlation theory / Anita M. Bozzolo and Timothy C. Brock.
650 0 $aAdvertising$xCross-cultural studies.
650 0 $aMarketing$xCross-cultural studies.
650 0 $aConsumer behavior$xCross-cultural studies.
700 1 $aEnglis, Basil G.