International, multi-national, global: Cultural feat...

 

The growing influence of ethnic minorities and convergence of television with other communication technologies raises an important issue: are ethnic viewers different in their television attitudes and ...

This article reviews the current status of advertising in the Arab world with special attention given to television advertising. After providing a review of the literature and the status of television ...

This article argues that there is a difference between being Hispanic and possessing Hispanic ethnicity, with the former being a demographic characteristic and the latter a psychological construct. An ...

This article discusses the use of cultural elements in advertising aimed at minority segments. While the evidence suggests that this sort of advertising can help marketers get their message across, it ...

Communication effectiveness research is moving away from investigations of advertising's forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception ...

This article argues that western brand advertising has failed to have a significant impact on the Japanese communications market, and that even Japanese companies, which generally use brand advertisin ...

Since the early 1990s, India has gone through an economic and cultural transformation, which has been amplified by changing demographics. This article asks if communicating to an Indian audience is si ...

The visual strategies employed in top global brands’ local advertising websites were compared between two groups of nations: the Western group, consisting of the US, UK and Germany; and the Eastern gr ...

This study tests the effectiveness of testimonial advertisements on black and white browsers’ evaluations of a high-end product on a commercial website. The results demonstrate that, although white br ...

A framework for standardisation of ad content based on cultural and socio-economic similarity among countries is proposed. Advertising standardisation is investigated in the Arab world, a culturally s ...

This article outlines the restrictions on advertising to children in Norway. The Norwegian Marketing Control Act (1972) does not contain any special regulations regarding children and young people but ...

An outline of the self-regulated guidelines for advertising products to children in Malaysia. The country provides an interesting case study as there is currently no legislation which governs advertis ...

This paper searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands. Initi ...

Asia continues to grow in stature and significance. With over half the world's population residing in the region, recent economic indicators suggest a shift in balance of global power as well. As adve ...

Elliot Polak, CEO of Text Appeal, argues that a better understanding of one’s global brand’s origin and values will lead to more effective global marketing. He reviews the character of US brands (conv ...

Georgia Phillips, general manager of add+impact International, has analysed responses from 14 Asia and Asia-Pacific countries to prove the diversity and range of attitudes to advertisements across the ...

Research across multi-cultural markets has shown that finding a single communication platform for all countries sometimes proves difficult to achieve. Even if the same language is spoken, a communicat ...

Historically, cross-cultural researchers have used content analysis as their primary method for comparing ads. Recently, however, content analysis has been criticised for being a purely descriptive me ...

A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisa ...

This paper describes the methodological relevance of ethnography in the development of an integrated communication strategy for both Brazil and Mexico, taking into consideration the cultural distance ...

In October 2002, the U.S. Department of State under the direction of Under Secretary of State for Public Diplomacy and former advertising executive Charlotte Beers launched a first-ever public diploma ...

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the response ...

Cultural sensitivity – understanding the differences that occur across the peoples who inhabit the global village –results in better research designs and better interpretation of results, and helps a ...

This short paper outlines some of the legal difficulties (stemming from economic and cultural differences) facing the global marketer - with particular reference to the harmonisation directives in Eur ...

The author, Johnson & Johnson, describes the trials and tribulations of multi-country advertising and explains his C3 theory (content, cost and compliance) - with lots of examples.

Chuck Young identifies the limitation of language as being one of the biggest barriers to building a global brand. He emphasises the importance of the visual elements when planning international adver ...

The author takes a brief look at what went wrong with Charlotte Beers' role within the Bush administration of marketing America to the Muslim world.

This feature interview is with Professor John Quelch of Harvard Business School, and a leading authority on globalisation. He talks about the impact of September 11th on global companies and, in parti ...

This study investigates the impact of different language interfaces on web-based product searches by Chinese consumers in Taiwan and how language familiarity impacts attitudes about the products found ...

This paper examines the effectiveness of TV advertising campaigns specifically designed for ethnic Chinese Canadians. It concludes that this ethnic grouping has retained its native cultural attitudes ...