Print Advertising in the Pacific Basin : An Empirical Investigation

Investigates the regional standardization issue in global advertising by comparing print advertising of the Pacific Basin countries of Japan, Taiwan and South Korea. The findings of the study reveal similarities and differences in print advertising components across the countries. Similarities were identified with respect to the use of photographs, the umber of products shown per advertisement, the use of symbolic appeals, the use of product association and the use of product comparison appeals. However, the number of differences between the countries casts doubt on the extent of regional standardization that is feasible.