In the general framework of globalization and internationalization, the paper focuses on the advertising strategies … importance of local culture in advertising content by comparing Chinese and Italian ads. In particular, this research analyses … the content of advertisements from Vogue, one of the most popular and influential fashion and beauty magazine, both in …

John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help … evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research … attempts to describe one aspect of how advertising really works. Unlike most other advertising textbooks, Fables, Fashions, and …