This book addresses the need to move international advertising in new directions by summarizing existing knowledge in … have an interest in international advertising research as well as international advertising practitioners …Introduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid …

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide … variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been … touched in prior international advertising research, such as research in digital media, retrospective research, cultural …

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and … audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate …

-- Dimensions of culture -- Values and marketing -- Culture and consumer behavior -- Advertising and the media -- Value paradoxes in … advertising appeals -- Executional style and culture -- From value paradox to strategy. …