Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters…mehr
Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.First Published in 1994. Routledge is an imprint of Taylor & Francis, an informa company.
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.
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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