A Content Analysis Study: Cross - Cultural Advertising Research between the Years 2006-2010
Figen Ebren

Abstract
The purpose of this study is to examine comparative advertising research over time and across space. The effort is to move comparative advertising research forward by identifying critical issues related to the topic and studies published in the journals. As one of the most visible products of culture industries, advertising can be shaped by the culture within which it is practiced. Cultural values either influence the production and execution of advertising or are reflected in the content itself. This study reports results from a content analysis of cross-cultural advertising research studies published in 11 major journals between the years 2006-2010.

Full Text: PDF