• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

Alice in Disneyland: A Creative View of International Advertising
Alice in Disneyland: A creative view of international advertising

In the course of the next few pages, I'd like to touch on the crucial importance of continuing to reinvent the wheel, why there is no such thing as a client, and what Detroit and the Cabbage Patch Doll have in common, and ponder the fact that we use the words we and us to mean at least five quite different and often mutually exclusive things—and why we should continue to do so.

NOTE: This chapter is an edited version of a presentation made to a J. Walter Thompson world managers’ meeting in Orlando, Florida (home of Epcot Center and Disney World), in May 1984. It is adapted from ...

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