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

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.

Citation

Cutler, B.D., Javalgi, R., Foltin, L.C., Hornyak, M.J. 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