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Related post for Cross cultural communication research paper

Researchers’ interest in international advertising stems from the different market environments for advertising. From a practical point of view, Craig and Douglas 2012 argues the goal of international advertising research is to facilitate the creation, refinement, and evaluation of advertising that takes place in two or more countries. Both Zinkhan 1994 and Taylor 2005 suggest that one goal of international advertising research is to develop comprehensive theories to explain advertising practices and effects through testing in different market environments. Culture is one of the many factors that account for different advertising practices and consumer behavior in different markets. The field of international advertising began with descriptive studies of advertising in foreign markets, but it has grown to be more about testing theories in different markets. Ha 2010, a review of advertising research on Asian countries and Asian ethnic groups, examines the contribution of such research, noting that Asia’s culture and advertising development is very different from that of the West. Those advertising theories that can withstand testing in both Asian and Western markets are most robust in explaining how advertising is processed and exerts an impact on the society in general. China, Taiwan, and Hong Kong were the three most commonly studied Asian countries in published research in English-language research journals from 1984 to 2003. A comprehensive bibliographical listing of books, journal articles, and conference proceedings on international advertising published before 2007 can be found on Louisa Ha’s International Advertising Resource Center website.

  • Craig, C. Samuel, and Susan P. Douglas. 2012. International advertising research: Conceptual and methodological issues. In Handbook of research on international advertising. Edited by Shintaro Okazaki, 201–230. Cheltenham, UK: Edward Elgar.

    DOI: 10.4337/9781781001042E-mail Citation »

    This book chapter examines the purpose of international advertising research and how to establish equivalence in constructs and research implementation issues in international advertising research.

  • Ha, Louisa. 2010. Advertising research on Asian countries and Asian ethnic groups: A 20-year trend analysis and a state-of-the-art review. Dimensions 1:13–20.

    E-mail Citation »

    This content analysis of published advertising research articles from 1984 to 2003 on Asian countries and Asian ethnic groups reveals that most of them adopted quantitative approaches, focused on single-countries and authored by Asian ethnic scholars. Advertising management issues, advertising styles, cultures, and values in Asia were the most common topics.

  • International Advertising Resource Center.

    E-mail Citation »

    A website created in 1996 by Louisa Ha; its bibliography section compiles the books and journal articles published on topics related to international advertising published before 2007.

  • Taylor, Charles C. 2005. Moving international advertising research forward: A new research agenda. Journal of Advertising 34:7–16.

    DOI: 10.1080/00913367.2005.10639187E-mail Citation »

    This editorial on the status of international advertising research calls for more equivalence of data, measuring the cultural dimensions of consumers, more interactions between academics and practitioners, testing existing theories in cross-cultural contexts, and development of new theories.

  • Zinkhan, George. 1994. International advertising: A research agenda. Journal of Advertising 23:11–15.

    DOI: 10.1080/00913367.1994.10673427E-mail Citation »

    This special issue editorial essay addresses the reason for studying international advertising and argues that culture is only one of the many factors accounting for differences in advertising practices and consumer behaviors.

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