Evolution in the usage of localised appeals in Japanese and American print advertising

Based on global consumer culture theory, this empirical investigation examines how the usage of local appeals in Japanese and American advertising content has shifted over a period of nearly three decades.

Evolution in the usage of localised appeals in Japanese and American print advertising

Shintaro OkazakiUniversidad Autónoma de Madrid

Barbara MuellerSan Diego State University

VALUES AND ADVERTISING

A value is defined as 'an enduring belief that a specific...

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