A Cross‐Cultural Analysis of International Print Advertising: The Case of the U.S.A., Japan, South Korea, and Taiwan

Bob D. Cutler (Cleveland State University)
Rajshekhar Javalgi (Cleveland State University)
L. Craig Foltin (Cleveland State University)
Martin J. Hornyak (Cleveland State University)
D. Steven White (Cleveland State University)

American Journal of Business

ISSN: 1935-5181

Publication date: 28 October 1994

Abstract

This paper investigates print advertising of the U.S.and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilaramong the four countries identified. This research offers valuable information and insight to international advertising practitioners and marketing academicians regarding the potential for regional standardization of advertising campaigns.

Keywords

Citation

Cutler, B., Javalgi, R., Foltin, L., Hornyak, M. and Steven White, D. (1994), "A Cross‐Cultural Analysis of International Print Advertising: The Case of the U.S.A., Japan, South Korea, and Taiwan", American Journal of Business, Vol. 9 No. 2, pp. 55-62. https://doi.org/10.1108/19355181199400014

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Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited

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