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Journal of Advertising: 20050322

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1. Visual differences in U.S. and Chinese television commercials. Advertisers and researchers have long been fascinated by the peculiarities and commonalities in advertising appeals between Western and Eastern societies. Within this interest area, one ... (PERIODICAL ARTICLE) 2. Contributions to international advertising research: an assessment of the... As a field of academic inquiry, international advertising has attracted numerous researchers during the last four decades. In the early 1960s, for example, Roostal (1963) ... (PERIODICAL ARTICLE) 3. The automatic country-of-origin effects on brand judgments. Numerous studies have shown that a product's country of origin (COO) can influence consumers' evaluative judgments of the product (for reviews, see Peterson and Jolibert ... (PERIODICAL ARTICLE) 4. International services advertising (ISA): defining the domain and... As businesses continue to expand globally, the literature on international advertising has seen substantial interest and growth. Although much of the ongoing global expansion stems ... (PERIODICAL ARTICLE) 5. Improving media decisions in China: a targetability and cost-benefit... Findings from advertising professional surveys (King, Reid, and Morrison 1997), media analysis (D'Amico 1999), and media planner responses (Stewart and McAuliffe 1988) reveal that an ... (PERIODICAL ARTICLE) 6. Self-construal and need-for-cognition effects on brand attitudes and... Brand advertising in the United States frequently includes claims of superiority relative to competing brands or the product category (Grewal et al. 1997). Evidence indicates ... (PERIODICAL ARTICLE) 7. An alternate approach to assessing cross-cultural measurement equivalence... There is considerable evidence to suggest that attitude toward the advertisement ([A.sub.ad]) influences brand attitudes in pretest situations and in understanding, predicting, and perhaps even ... (PERIODICAL ARTICLE) 8. Moving international advertising research forward: a new research agenda. Writing in 1994, George M. Zinkhan observed that during the first 29 years of its publication, the Journal of Advertising published 29 papers on international ... (PERIODICAL ARTICLE) 9. From the editor. I wanted to provide readers with a brief introductory note regarding this truly special issue of the Journal of Advertising. When I was named as ... (PERIODICAL ARTICLE)
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