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- W3120431970 abstract "This paper focuses on the americanization of European advertising in the post-war years as a phenomenon of cultural transfer. It aims at exploring the interaction between U.S. and Italian advertising traditions. The analysis is twofold. First, we endeavor to study the role of some cross-cultural mediators who have contributed to changing marketing communication strategies of many Italian companies during the 50's and the 60's. Secondly, the analysis look at the ways in which some U.S. advertising rules and patterns have been adapted or combined with the local tradition in order to fit the Italian context of the post-war years." @default.
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- W3120431970 date "2007-05-17" @default.
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- W3120431970 title "The Americanization of Italian Advertising during the 1950s and the 1960s: Mediations, Conflicts and Appropriations" @default.
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