In:
International Communication Gazette, SAGE Publications, Vol. 71, No. 8 ( 2009-12), p. 671-692
Abstract:
This study reports results from a content analysis of comparative advertising studies published in 11 major journals between 1975 and 2005. In the context of sociology of knowledge, the objective was to determine how we come to know what we know about the relationship between culture and advertising in cross-national settings in terms of competing theories and common methodological practices, and to propose concrete solutions to analytical problems encountered in comparative advertising research. The results show that the framework of existing studies was often misguided and the comparative design inadequate to determine the effect of culture on advertising, leaving the knowledge claim of a causal relationship dubious.
Type of Medium:
Online Resource
ISSN:
1748-0485
,
1748-0493
DOI:
10.1177/1748048509345063
Language:
English
Publisher:
SAGE Publications
Publication Date:
2009
detail.hit.zdb_id:
1484883-1
SSG:
3,5
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