Content analysis in cross-cultural advertising research: insightful or superficial?

Michael Callow and Dawn Lerman

Historically, cross-cultural researchers have used content analysis as their primary method for comparing ads.

Content Analysis In Crosscultural Advertising Research: Insightful Or Superficial?

Dawn Lerman Fordham UniversityMichael Callow Morgan State University

INTRODUCTION

Interest in cross-cultural advertising research has led to several empirical studies...

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