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- W1991144983 abstract "The goal of this essay can be summarized into the following three points: (i) based on the recent fruits of media effect studies, especially the argument of “frame analysis” which focuses on the interaction between media frames and audience frames, a model to analyze the processes of advertising is proposed; (ii) the model is applied to advertising history in the USA after WWII, referring to the recent development of studies in advertising history in the USA; and (iii) advertising history in the USA is compared to advertising history in Japan, exploring differences and similarities between them. A common process is identified in the advertising histories, represented by the differences and similarities between the Volkswagen campaign in the 1960s and the Nike campaign in the 1990s. This common process is the increase of “intertextuality”, or the increasing complexity of advertising expression. This phenomenon implies the development of advertising literacy in audiences, the expansion of advertising media and the transformation of reality during the post–war era. The definition and implications of advertising, for both media and audiences, has changed in the USA and Japan across time, and the trend towards globalization is reducing the differences between them." @default.
- W1991144983 created "2016-06-24" @default.
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- W1991144983 date "2002-11-01" @default.
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- W1991144983 title "Comparative Studies in USA and Japanese Advertising during the Post-War Era" @default.
- W1991144983 doi "https://doi.org/10.1111/1475-6781.t01-1-00017" @default.
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