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1、ACROSS-CULTURALBOBD.CUTLERANDANALYSISOFTHEVISUALRAJSHEKHARG.JAVALGICOMPONENTSOFPRINTADVERTISING:THEUNITEDSTATESANDTHEEUROPEANCOMMUNITYheproblemofcommuni-nentsofthestandardizedap-Tcatingtocustomersofdif-proachemphasizethatpeopleferentculturesandnationsaroundthe
2、worldsharetheisofincreasingimportanceinsamebasicneedsandmotiva-thefieldofadvertising.Thesig-tions.Thusadcampaigns,whichnificance,inpart,stemsfromarecarefullydesignedaroundadvancedmediatechnology,in-thesebasicneeds,canechoacreasingglobalizationofecono-universal
3、approach.Thesepro-mies,andtheunificationoftheponentssuggestthestandardiza-EuropeanCommunity(EC).tionapproachyieldsbenefitsinBOBD.CUTLERisanassis-WhilemanyU.S.companiesaretermsofadministrativecostsav-tantprofessorofmarketingalClevelandStateUniversity,makingplan
4、stotakeontheseings,consistencyinimage,andCleveland,OhioDrCutierchallengestoenterforeignmar-improvedadvertisingquality.receivedhisPhDinmarket-kets,othersarealreadythere.ing(romtheUniversityofTheopponentsofstandardiza-NorthTexasHisresearchRecentreportsindicateth
5、atgianttioncontendthattheuniversalinterestsincludeinternationalIBMisreactingtotheintenseadvertising,servicesmarket-approachtoadvertisingisdiffi-ing,andnonverbalcommuni-competitionintheECcomputercultbecauseculturalandna-cationHehasrecentpubli-marketbystandardiz
6、ingads,cationsintheJournalolAd-tionaldifferencesexistamongverlising,theJournalofchangingonlythelanguage,fornations.Nationalculturaldiffer-Psychology,theJournalofpersonalcomputers{BusinessProtessionalServicesMarket-encesarethoughttoinfluenceing,andinanumberofWe
7、ek,1991).advertisingpractices(Lantos,proceedingsIntoday'sglobalenvironment,1987),anditisreasonabletothedevelopmentofadvertisingpresumethatinfluencesshouldcampaignscanbeanespeciallybeobservableatthecomponentdifficulttaskforthosefirmsthatlevelofindividualads(Mir
8、acle,markettheirproductsona1966).Otheracademicsandmar-worldwidebasis.Thisdifficultyketersassertthattheappropriatearisesbecausethesefirmsareapproachtostandardizationwillconfrontedwi
