Journal of Advertising articles from March 1994

Journal of Advertising archives from March 1994

The sense of "nonsense": Japanese TV advertising. (Special Issue on International Advertising)
March 1, 1994... Various explanations for the well-known "soft-sell" style adopted in Japanese TV ads are examined. The common culturally based explanation is found wanting, as is an alternative explanation based on a theory of the persuasive role of social...

Dependency Theory and the effects of advertising by foreign-based multinational corporations in Latin America. (Special Issue on International Advertising)
March 1, 1994... Dependency Theory is a major paradigm of developmental economics that differs sharply from classical economic theory on a number of points. According to Dependency Theory, the ongoing economic, political, social, and cultural transformations...

Facets of country of origin image: an empirical assessment. (Special Issue on International Advertising)
March 1, 1994... Country of origin (CO) is a potentially powerful image variable that can be used to gain competitive advantage in international marketing. However, deficiencies in the definition and measurement of its facets have contributed to ineffective and...

Changing media consumption in a new home: acculturation patterns among Hong Kong immigrants to Canada. (Special Issue on International Advertising)
March 1, 1994... This study investigates (1) how immigrant consumers change their media consumption when they move across cultural boundaries and (2) whether media exposure relates to consumers' acculturation of the new social norms. A total of 938 respondents...

Testing the cross-national applicability of U.S. and Russian advertising belief and attitude measures. (Special Issue on International Advertising)
March 1, 1994... Examining the cross-national applicability of advertising measures is becoming increasingly important, especially in rapidly changing countries such as Russia. Therefore, our study's purpose is first to demonstrate recom mended procedures for...

Western concepts, Russian perspectives: meanings of advertising in the former Soviet Union. (includes appendix) (Special Issue on International Advertising)
March 1, 1994... Western advertising professionals base their interpretations of advertising in the former Soviet Union on a Western model of advertising and neglect Russian perspectives on advertising. Symbolic interactionism suggests that things have...

Images of freedom and equality: a values analysis of Hungarian political commercials. (Special Issue on International Advertising)
March 1, 1994... In Central Europe's first free election, Hungarian campaign architects created a genre of television advertising designed to communicate political party values by linking them with values of national importance. Using Rokeach's two-value...

Pollay's pertinent and impertinent opinions: "good" versus "bad" research. (response to Richard Pollay, Journal of Advertising, vol. 22, p. 110, 1993) (Special Issue on International Advertising)
March 1, 1994... The final issue of the Journal of Advertising for 1993 contains a series of editorials about tobacco advertising. The series is keyed by Jean Boddewyn with responses from Lawrence Soley and Richard Pollay. Certainly the issue raised by Boddewyn...

International Advertising: A Research Agenda.(Statistical Data Included)
March 1, 1994... Introduction The advertising community has long recognized that there are important international issues which are closely linked to communication decisions. For instance, in the first twenty years of publication, the Journal of...

Early Days of International Advertising Education in the U.S.
March 1, 1994... By the late 1950s, it seemed clear that international advertising was different in many ways from domestic U.S. advertising. There was already developing an international language of advertising (Dunn 1967). The dominance of advertising by U.S....