Global and Multi-National Advertising

By Basil G. Englis | Go to book overview

will lead to theory-driven research; in this way, researchers and their audience will have a clearer understanding of the underlying purpose of advertising research and how that purpose affects the product research results. My second suggestion is that postmodernism, understood as a theoretical perspective deriving from poststructuralism, enhances researchers' abilities to understand the highly complex (postmodern) international communication situation, and that as a practice, postmodernism allows researchers to ask different kinds of questions and to communicate results in a fresh, ultimately, and more accessible way.

Whichever paradigm a researcher adopts, it is only through a rigorous understanding of the theoretical underpinnings of the research that a coherent body of knowledge can emerge. International advertising research, thus far, lacks that coherence.


REFERENCES

Advertising Age ( 1990, March 5) President Carlos Menem's campaign. Advertising Age.

Alter, Simurda, Berry, & Stelly, Jr. ( 1989). "Marketing to the year 2000: The chameleon decade". Adweek, pp. 56-65.

Baudrillard J. ( 1978) A l'ombre des majorites silencie uses ou la fin du social suivi de l'extase [In the shadow of the silent majority]. Paris: Denoel/Gonthier.

Baudrillard J. ( 1983). Simulations. New York: Semiotext(e).

Berger J. ( 1984). And our faces, my heart, brief as photos. New York: Pantheonl.

Bogart L. ( 1969). Where does advertising research go from here? Journal of Advertising Research, 9( 1), 3-14.

Bichovsky-Little H. ( 1988, March 3). "Naked Appeal". The New Statesman, pp. 25.

Boyd-Barrett J. O. ( 1982). "Cultural dependency and the mass media". In M. Gurevitch, T. Barnett , J. Curren, & J. Woollacott (Eds.), Culture, society and the media (pp. 174-195). London: Methuen.

Dyer G. ( 1982). Advertising as communication. London: Metheun.

Fiske J. ( 1989). Reading the popular. Boston: Unwin Hyman.

Frith K. T. ( 1989). "Cultural imperialism or cultural empiricism? A critical perspective". Paper presented at the 1989 Annual Conference of the American Academy of Advertising, San Diego, CA.

Frith K. T., & Frith M. ( 1989). "The stranger at the gate: Western Advertising and Eastern cultural and communication values". Paper presented at 1989 Annual Conference of International Communication Association, San Francisco, CA.

Habermas J. ( 1983). "Modernity -- an incomplete project". In H. Foster (Ed.), The antiaesthetic: Essays on postmodern culture (pp. 3-17). Port Townsend, Western Australia: Bay Press.

Hachten W. A. ( 1987). The world news prism: Changing media, clashing Ideologies. (2nd ed). Ames, IA: Iowa State University Press.

Hudson L. A., & Ozanne J. L. ( 1988). "Alternative ways of seeking knowledge in consumer research". Journal of Consumer Research, 14, 508-521.

Johnson R. ( 1986/ 1987). What is cultural studies anyway? Social Text, 16, 38-80.

Knight R. ( 1987, June 15). "In the telly's eye: An American-style British Campaign". US News of World Report, p. 10-11.

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