search query: @author Javalgi, R. G. / total: 4
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| Author: | Cutler, B. D. Javalgi, R. G. Erramilli, M. K. |
| Title: | The visual components of print advertising: A five-country cross-cultural analysis |
| Journal: | European Journal of Marketing
1992 : VOL. 26:4, p.7-20 |
| Index terms: | ADVERTISING CULTURE NEWSPAPER ADVERTISING INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | The necessity of communicating with the people of diverse nations is stressed. Hypotheses are developed in the following three areas: elements of the visual; the process of visual appeal; and people shown in the visual. Broadly selected magazine ads from three different magazine categories from the USA, UK, France, Korea, and India are analysed jointly by two experts. Eight components are measured. Findings show that there are more country differences than similarities; advertising policies in industrialized countries may not differ substantially from developing countries; most countries have a certain uniqueness and stand out from other countries on one or more measures; in designing global advertising, the country of origin is important. |
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