International advertising research and international communication theory / Elli Lester The role of cultural value orientations in cross-cultural research and international marketing and advertising / John A. McCarty Implications of social values for consumer communications : the case of the European Community / Lynn R. Kahle, Sharon Beatty, and John Mager Advertising to the "other" culture : women's use of language and language's use of women / Barbara B. Stern Multinational gender positioning : a call for research / Laura M. Milner Advertising, anthropology, and cultural brokers : a research report / Roberta J. Astroff National boundaries in magazine advertising : perspectives on verbal and nonverbal communications / Fairfid M. Caudle Hard sell versus soft sell : a comparison of American and British advertising / Sandra Bradley, Jacqueline Hitchon, and Esther Thorson Advertising in the People's Republic of China / Paul R. Prabhaker and Paul Sauer
The difficulty of standardizing international advertising : some propositions and evidence from Japanese, Korean, and U.S. television advertising / Charles R. Taylor, Gordon E. Miracle, and Kyu Yeol Chang
"Are they saying the same thing?" : an exploratory study of Japanese and American automobile advertising / Stephen J. Gould and Yuko Minowa
Developing a text-theoretic methodology for analyzing subcultural market segments : a pilot study / Robert J. Corey and Jerome D. Williams
Toward a universal paradigm for examinging processing of brand information : an application of illusory correlation theory / Anita M. Bozzolo and Timothy C. Brock.
