A 29 page paper discussing the effects of cultural differences between regions of the world and the need for advertisers to heed those differences. The differences of the psychology of advertising between Southeast Asia and Europe are more matters of cultural and economic differences than of any real differences among people. Europe is further divided into West and East, which in itself presents cultural and economic differences great enough to affect advertising efforts in each region. The bottom line is that advertisers still must adhere to the basics: identify and learn market targets; know the culture; work within both simultaneously. One caveat to remember is to ensure that at least one native speaker of each foreign language being attempted is involved in developing any new advertising campaign, thereby avoiding some of the advertising faux pas that the paper describes. Bibliography lists 20 sources.

This 7-page paper focuses on the ethics of advertising, most specifically, advertising to children. Bibliography lists 5 sources.

A 48 page overview of advertising. Merchants and manufacturers have been advertising their products and services literally for hundreds of years. Though advertising never has been as intense as it is in today’s hypercompetitive environment, it nonetheless has been instrumental in the success (and failure) of many, many businesses over the years. The purpose here is to review advertising’s history and how it has changed over the years, and to glimpse into the future for what forms it likely will take in coming years. The paper discusses advertising’s history; the 4 Ps; semiotics; the fallout of Calvin Klein’s 1995 campaign; international advertising; and advertising as art. Bibliography lists 30 sources.

An 11 page discussion of cultural conflict as is evidenced in Thomas King’s “Green Grass, Running Water”, Leslie Marmon Silko’s “Ceremony”, Gerald Vizenor’s “The Heirs of Columbus”, and Sherman Alexie’s “The Lone Ranger and Tonto Fistfight in Heaven”. The author notes the underlying theme of the differences in the way the environment is viewed by Native Americans verses Non-Natives and suggests that in pre-contact cultures the villain in Native American stories took the form of witchcraft while in contemporary literature it takes the form of non-Natives. Bibliography lists 6 sources.

A 9 page research paper that contrasts and compares US direct-to-consumer advertising for prescription drugs with the European approach, which emphasizes public health education because the advertising of name brand drugs in the EU is prohibited. The writer concludes that these two forms of advertising are converging and that this evolution offers a positive benefit to public health. Bibliography lists 10 sources.