MARC Record from marc_columbia

LEADER: 02816fam a22003618a 4500
001 1527570
005 20220608181948.0
008 940620s1994 njua b 001 0 eng
010 $a 94022421
020 $a0805811370
020 $a0805813950 (pbk.)
035 $a(OCoLC)34723403
035 $a(OCoLC)ocm34723403
035 $9AJZ1578CU
035 $a(NNC)1527570
035 $a1527570
040 $aDLC$cDLC$dNNC
050 00 $aHF5821$b.G55 1994
082 00 $a659.1$220
245 00 $aGlobal and multinational advertising /$cedited by Basil G.Englis.
260 $aHillsdale, N.J. :$bLawrence Erlbaum Associates,$c1994.
263 $a9409
300 $axii, 266 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
504 $aIncludes bibliographical references and index.
505 0 $a1. International Advertising Research and International Communication Theory / Elli Lester -- 2. The Role of Cultural Value Orientations in Cross-Cultural Research and International Marketing and Advertising / John A. McCarty -- 3. Implications of Social Values for Consumer Communications: The Case of the European Community / Lynn R. Kahle, Sharon Beatty and John Mager -- 4. Advertising to the "Other" Culture: Women's Use of Language and Language's Use of Women / Barbara B. Stern -- 5. Multinational Gender Positioning: A Call for Research / Laura M. Milner -- 6. Advertising, Anthropology, and Cultural Brokers: A Research Report / Roberta J. Astroff -- 7. National Boundaries in Magazine Advertising: Perspectives on Verbal and Nonverbal Communication / Fairfid M. Caudle -- 8. Hard Sell versus Soft Sell: A Comparison of American and British Advertising / Sandra Bradley, Jacqueline Hitchon and Esther Thorson -- 9. Advertising in the People's Republic of China / Paul R. Prabhaker and Paul Sauer.
505 0 $a10. 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 -- 11. "Are They Saying the Same Thing?" An Exploratory Study of Japanese and American Automobile Advertising / Stephen J. Gould and Yuko Minowa -- 12. Developing a Text-Theoretic Methodology for Analyzing Subcultural Market Segments: A Pilot Study / Robert J. Corey and Jerome D. Williams -- 13. Toward a Universal Paradigm for Examining Processing of Brand Information: An Application of Illusory Correlation Theory / Anita M. Bozzolo and Timothy C. Brock.
650 0 $aAdvertising$vCross-cultural studies.
650 0 $aMarketing$vCross-cultural studies.
650 0 $aConsumer behavior$vCross-cultural studies.
700 1 $aEnglis, Basil G.$0http://id.loc.gov/authorities/names/n94058983
852 00 $boff,bus$hHF5821$i.G55 1994