Cross-Cultural Content Analysis of Advertising from the United States and India

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Format: Paperback
Pub. Date: 2000-02-01
Publisher(s): Lightning Source Inc
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Table of Contents

Dedication
Acknowledgments
Introductionp. 11
Literature Reviewp. 17
Cross-Cultural Content Analysis of Advertising
Other Relevant and Related Studies
Conceptual Analysisp. 24
Communication and Culture
Advertising and Semiotics
I inguistie Codification of Advertising
Visual Codification of Advertising
Combined Verbal-Visual Codification
Methodologyp. 36
Research Questions
Sampling and Data Collection
Unit of Analysis and Category System
Categories for I inguistic Codification of Advertising
Categories for Visual Codification of Advertising
Categories for Combined Verbal-Visual Codification
Coding Procedures and Reliability Tests
Data Analysis and Statistical Test
Resultsp. 46
Information Content in Advertising
Speech Acts in Advertising
Comparative Approach in Advertising
Iconic Stance of Human Characters in Advertising
Indevical Feature Transfer in Advertising
Iconic Image of Women in Advertising
Demographic Variables
Conclusionp. 100
Referencesp. 108
Table of Contents provided by Syndetics. All Rights Reserved.

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