Evolution in the usage of localised appeals in Japanese and American print advertising
Shintaro Okazaki and Barbara Mueller
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...
