Subject Index
 

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 ...

Adopting a global look has been an important strategy for marketing in multinational and local markets. This research explored the use of two global-look strategies in Taiwanese advertising: the use o ...

This study investigated how mass media exposure and cultural values influence Korean immigrants' responses to models in print advertising. In a between-subject design, participants viewed advertisemen ...

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 ...

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 article provides ten crucial guidance rules to follow in order to make advertising locally relevant and engaging in China. They involve taking careful account of Chinese social customs and attitu ...

This article provides an analysis of Millward Brown's worldwide advertisement pretest database, and examines beliefs about what kind of advertising works in China. Some beliefs are confirmed, while ot ...

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 ...

In this article, based on a speech to the Business of Marketing Strategy Conference in April 2004, Cheryl Swanson, co-founder of Toniq, describes the evolving visual landscapes of the last 40 years an ...

Kate Watts argues that media-neutral planning and integrated communications are the result of a change in the nature of authority structures (deference), and out-dated advertising awareness models - w ...

In this intriguing article John Howard-Spink discusses the understanding and development of brands, which he argues are complex, abstract and difficult to pin down. He questions the usefulness of su ...

Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explana ...

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 ...

A.K. Ramanujan once posed the question: 'Is there an Indian way of thinking?' only to discover that Indian culture is irreducible to one hermeneutic, one cultural paradigm. This paper calls for a read ...

Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influen ...

This manuscript examines whether the strength of ethnic identity influences black and white adolescents' responses to advertisements featuring models of different races. The researcher digitally manip ...

Examines how types of environmental claims may affect the communication effectiveness of environmental advertising, and how a country's `green image' may moderate that relationship. A study of an 800 ...

The author, from People en Español, describes the Hispanic Opinion Tracker (HOT), a study of the Latino market. She discusses 'cultural relevance' as the key feature of succeeding with this market.

Postmodernism and irony dominated marketing and advertising in the 1990s but is now being replaced by more. The historical context is provided and the new development towards renewed creativity and se ...

Tom Rayfield wittily reviews one of the most cost-effective, long-running and successful direct response ads of all time in terms of copy, layout and typography, and fulfilment; then in terms of estim ...

Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study de ...

This article describes how Sears, the US retailer, approaches its multicultural marketing, especially that directed at the Hispanic market. A fully integrated plan involving advertising, direct mail, ...

Considering advertising as a social actor and cultural artefact, this article analyses the gender roles portrayed in a total of 667 Chinese and US television commercials from 1996. Results show that a ...

This article describes the 1996 California Milk Processor Board 'Generations' Campaign targeted at Mexican-Americans. The campaign uses traditional family values - and the article uses it to illustra ...

Little is known about the sales effects of different aged models on older (65 years and over) and younger (less than 65 years) consumers. This is an important issue because marketers have expressed so ...

The present study attempts to examine the influence of culture on portrayals of women in advertising by examining television commercials from the United States and Japan. The two countries are similar ...

This article, through content analysing a total of 572 Chinese magazine advertisements from 1982 and 1992, identifies 'modernity', 'technology', and 'quality' as three predominant cultural values mani ...

This article outlines, through a cultural perspective, one possible approach for advertising in Malaysia. The basis for this approach is derived from an analysis of the standardized and localized scho ...

Describes a content analysis study of American and Japanese commercials, to test certain hypotheses about likely culturally-related differences between them. Result: whilst cultural differences seem t ...

An exploration of how men and women respond, and differ emotionally and attitudinally, to advertisements featuring men and women in different sex roles, based on consumer response to magazine advertis ...