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Abstract:
This paper gives a short overview of the main concepts and theories in intercultural and cross-cultural communication, thus providing a brief introduction into the field of empirical research into culture-based value variations and providing a short outline of the major works in this area (e.g. the works of Hall, Hofstede, Trompenaars and Hampden-Turner, and Schwartz).

Intercultural, cross-cultural, communication

Abstract:
Ever since Levitt's (1983) article The Globalization of Markets, in which he claimed that marketing can be standardised across cultures, the debate whether or not marketing, and advertising in particular, can truly be standardised has divided both practitioners and researchers in the field. However, there is an increasing body of research which casts serious doubts over the claims made by Levitt and which suggests that advertising is strongly influenced by (local) culture. This paper summarises the research carried out so far, and provides an overview of the current state of knowledge. The paper also suggests further areas for research.

Advertising, global, culture

Abstract:
We review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focussing specifically on their use by children. We use consumer behaviour theories such as the persuasion knowledge model to provide a theoretically-grounded framework for understanding the effect of advergames and other forms of interactive marketing communication on consumer groups that are perceived as being more vulnerable to commercial pressures than the wider population. Existing broadcasting codes of practice for mainstream advertising are used to evaluate the content of websites that are likely to have particular appeal to children in order to determine whether the material contained in these sites would be permitted if similar codes of practice were applied to electronic communications. Managerial and policy maker implications conclude the paper.

Advergames, online games, regulation, advertising, children