TY  - JOUR
AB  - Today, one of the most important and creative challenges in
international advertising is communicating to people of diverse cultures
and nations. The challenge arises because of increasing globalization of
economies, cultural and national differences, and advanced media
technology. A review of the literature suggests a need for comparative
analysis of advertising practices. Analyses, empirically, magazine
advertisements from the US, UK, France, India and Korea to identify
cross‐cultural similarities and differences in the visual appeal.
VL  - 26
IS  - 4
SN  - 0309-0566
DO  - 10.1108/03090569210012381
UR  - https://doi.org/10.1108/03090569210012381
AU  - Cutler Bob D.
AU  - Javalgi Rajshekhar G.
AU  - Krishna Erramilli M.
PY  - 1992
Y1  - 1992/01/01
TI  - The Visual Components of Print Advertising: A Five‐country
Cross‐cultural Analysis
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 7
EP  - 20
Y2  - 2024/09/19
ER  -