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dc.contributor.authorDesmarais, Fabrice
dc.date.accessioned2008-10-22T22:57:59Z
dc.date.available2008-10-22T22:57:59Z
dc.date.issued2007
dc.identifier.citationDesmarais, F. (2007). Issues in cross-cultural studies of advertising audiovisual material. Prism Online Journal, 4(3), 1-15.en_US
dc.identifier.issn1448-4404
dc.identifier.urihttps://hdl.handle.net/10289/1128
dc.description.abstractThis article presents an approach to cross-cultural studies of advertising audiovisual material that departs from the typical rigid marketing models. It favours a more qualitative inductive approach to corpuses, in which audiovisual texts are not approached or compared through the use of standardised American tools. After reviewing the usual marketing tools, the article focuses on the steps researchers can usefully take, from the gathering of audiovisual texts from two different environments to their classification, two important steps that are critical in such studies.en_US
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherMassey Universityen_NZ
dc.relation.urihttp://praxis.massey.ac.nz/desmarais.htmlen_US
dc.rightsThis article has been published in the Prism Online Journal.en_US
dc.subjectaudiovisualen_US
dc.subjectcross-cultural studiesen_US
dc.titleIssues in cross-cultural studies of advertising audiovisual materialen_US
dc.typeJournal Articleen_US
dc.relation.isPartOfPRism Online Journalen_NZ
pubs.begin-page1en_NZ
pubs.elements-id32781
pubs.end-page15en_NZ
pubs.issue3en_NZ
pubs.volume4en_NZ


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