A special issue of the International Journal of Advertising, guest edited by me, bringing together studies exclusively on marketing communications in and from a Latin American perspective is available online now via the IJA...
How do you make your products available on the international market – without offending local consumers? This can be much trickier than you would think. Think about the simple example of many sweets (or...
International Journal of Advertising Reminder: Call for papers: Special issue on Latin America Submission deadline: 15 November (abstracts) 1 March 2016 (full papers) Over the next few years, Latin America has been predicted to...
I haven’t posted about interesting advertising/marketing comms theories for a while…. sorry! Here’s a new one – well, sort of, as it really is very complimentary to Identification Theory. Distinctiveness Theory, actually shows nicely...
Often advertising is being criticised for portraying stereotypes – and although advertisers have somewhat toned down especially the use of gender stereotypes, stereotypes of all sorts can frequently be found in advertising. This is...
Early in the 1960s, Identification Theory emerged (Kehlman, 1961) as a way of explaining how persuasion is linked to perceptions of similarity. Put simply, Identification Theory states that when people judge a message source...
While yesterdays post was very much related to postacculturation, i.e. taking a contemporary look at how within a globalised world consumers create identity, todays post goes “back to the roots” by looking at acculturation – or...
While it is undeniable that globalisation of markets has occurred on a rapid scale, with global brands being represented on all corners of the globe, the importance for marketing communication – and indeed the idea that...
