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- W2061298548 abstract "Unlike other approaches to the analysis of communication in Japanese advertising, this study analyzes Japanese magazine advertising text from an intracultural perspective based on gender. Content analysis is based on the constructs of Visual Identity‐Rapport, Verbal Identity‐Rapport and Product Alone and is used to examine the advertising text of eight gender‐specific magazines (four young men's and four young women's). The study reveals significant difference in the variability of message presentation depending on target gender—a higher frequency of Visual Identity‐Rapport for females and a higher frequency of Product Alone for males. Findings of this study suggest the importance of recognizing intracultural variability which has often been ignored in cross‐ and intercultural communication studies." @default.
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- W2061298548 date "1995-03-01" @default.
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- W2061298548 title "The variability of gender‐based communication in Japanese magazine advertising" @default.
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- W2061298548 doi "https://doi.org/10.1080/15456879509367276" @default.
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