A theory of postmodern advertising

Article Abstract:

Issues concerning the relationship between advertising in the postmodern world as a reflection of society are discussed, with focus on the influence of the continuous introduction of unnecessary commodities. Consumers respond to advertisements in a knowing way and are most responsive to advertisements that are self-referential and irreverent.

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International advertising strategies of multinational enterprises in the Middle East

Article Abstract:

Issues concerning multinational companies in the Middle East are discussed with emphasis on the standardisation of their advertising strategies. The results reveal that most firms keep to strategies established in their home market.

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Consumer perceptions of fluid milk advertising in Taiwan

Article Abstract:

A new study investigates consumers' perceptions of fluid milk advertising in Taiwan.

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