This paper presents the results of a cross‐cultural analysis of television advertising in the Czech Republic and the UK. The need for this research is suggested by a gap in the literature concerning cross‐cultural studies involving Eastern European countries. The aim is to compare...

Purpose – This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research in this area. Design/methodology/approach – Content analysis of...

This paper presents the findings of a survey of television advertisements broadcast on French and UK television channels. The findings show that advertisements which have elements common to both countries are still very much the minority. An analysis of the underlying spirit of national and...

States that since the beginnings of the women’s movement, in the 1970s, increasing attention has been focused on the way women are portrayed in advertisements. Earlier studies concentrated on print advertisements, but as video recording became more accessible it was possible to analyse...

The debate on whether international advertising can, or should, be standardised has a long history, particularly in the American literature. The Single European Market after 1992 implies an opportunity for standardisation so far unparalleled. The subject of study is the European policies for...