U.S.-Japan Cross-cultural Audience Research in Advertising
Author : Hiroko H. Robinson
Publisher :
Page : 300 pages
File Size : 14,64 MB
Release : 1992
Category :
ISBN :
Author : Hiroko H. Robinson
Publisher :
Page : 300 pages
File Size : 14,64 MB
Release : 1992
Category :
ISBN :
Author : Amir Hetsroni
Publisher : Bloomsbury Publishing USA
Page : 284 pages
File Size : 50,81 MB
Release : 2012-11-02
Category : Social Science
ISBN : 1441118942
Advertising and Reality: A Global Study of Representation and Content offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more. This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.
Author : Brian Moeran
Publisher : Routledge
Page : 335 pages
File Size : 37,59 MB
Release : 2013-09-13
Category : Social Science
ISBN : 1136795405
This is the only book of its kind - written by an anthropologist who spent twelve months doing fieldwork in a major Tokyo agency and who has spent the past 30 years studying and living in Japan. By examining the production of advertising, this book turns other semiotics, media and cultural studies theories on their heads. By analysing the social structure of a modern media organization from the inside, it makes anthropology relevant and intellectually stimulating. By treating the Japanese as a more-or-less normal and rational people, it explodes the usual myths of exotic Japan and steps boldly into a global arena that embraces 'east' and 'west' in a new theory of values.
Author : Alyson Kilday
Publisher :
Page : 56 pages
File Size : 32,79 MB
Release : 2007
Category : Content analysis (Communication)
ISBN :
Author : Wolfgang Donsbach
Publisher : John Wiley & Sons
Page : 706 pages
File Size : 18,89 MB
Release : 2015-02-03
Category : Social Science
ISBN : 1118789237
This concise volume presents key concepts and entries from the twelve-volume ICA International Encyclopedia of Communication (2008), condensing leading scholarship into a practical and valuable single volume. Based on the definitive twelve-volume IEC, this new concise edition presents key concepts and the most relevant headwords of communication science in an A-Z format in an up-to-date manner Jointly published with the International Communication Association (ICA), the leading academic association of the discipline in the world Represents the best and most up-to-date international research in this dynamic and interdisciplinary field Contributions come from hundreds of authors who represent excellence in their respective fields An affordable volume available in print or online
Author : Yoo-Kyung Kim
Publisher :
Page : 292 pages
File Size : 39,87 MB
Release : 1996
Category : Advertising
ISBN :
Author : Emi Moriuchi
Publisher : Emerald Group Publishing
Page : 154 pages
File Size : 19,28 MB
Release : 2021-06-22
Category : Business & Economics
ISBN : 1838671773
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.
Author : Amir Hetsroni
Publisher : Bloomsbury Publishing USA
Page : 272 pages
File Size : 50,32 MB
Release : 2012-11-02
Category : Social Science
ISBN : 144111503X
Advertising and Reality: A Global Study of Representation and Content offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more. This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.
Author :
Publisher :
Page : 504 pages
File Size : 44,82 MB
Release : 1992
Category : Dissertations, Academic
ISBN :
Author : Fritz Cropp
Publisher :
Page : 208 pages
File Size : 13,32 MB
Release : 1996
Category : Advertising
ISBN :
Previously, studies of advertising in Japan have been conducted using content analysis, with little attention to attitudes about advertising and advertising strategy. This study examines perceptions of changes in Japanese advertising among advertising professionals in Japan, probing advertising issues that have not previously been scientifically explored. A review of the existing literature about advertising in Japan and interviews with professionals at advertising agencies in Japan yielded four primary dimensions that appear to be affecting advertising in Japan. These dimensions are, the "soft sell" or comparatively more emotional appeal of Japanese advertisements, which contrasts with more attribute-oriented or "hard sell" Western advertising; advertising strategy issues, which focus primarily on the intent of advertising in Japan; economic issues, which address changes in the Japanese distribution system and other economic issues that directly affect advertising; and cultural factors that affect advertising in Japan, which include differences in customs, mores, and language. Q-methodology was used to isolate different types of advertising professionals in Japan. Thirty-four advertising executives were asked to sort forty statements regarding advertising strategy in Japan and the United States. Each of the statements involved one of the four factors that appear to be shaping advertising in Japan. Three distinct types of advertising professionals emerged. The Establishment Type, comprised exclusively of Japanese advertising executives, contends that the advertising climate in Japan is similar to that in the West. He sees minor changes in advertising in Japan, but not dramatic changes precipitated by difficult economic times. The Emigrant Type, comprised exclusively of advertising professionals from the United States, Great Britain and Australia, sees advertising as an extension of the competitive marketplace but believes that cultural factors preclude major change in the advertising climate in Japan. The Change Agent Type, which includes both Japanese and Western professionals, foresees dramatic change in advertising in Japan, precipitated by difficult economic times and fierce competition. Conclusions and implications of these findings are discussed