| Popis: |
As part of a program of ongoing research, a set of 180 international print ads in eleven product categories was assessed by two groups of trained judges (n=5 each), one from the USA and the other from Australia. Across three classes of measures, the Americans' assessments were not substantially different from those of their Australian counterparts. Such differences as did emerge are due as much to the judges' gender as their nationality, suggesting that it is possible to conduct cross-cultural advertising research--at least among Western societies--from a single geographic venue, so long as its resident judges are given sufficient training. |
