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The EFFIE awards, sponsored by the American Marketing Associa-tion (AMA), provide a framework of commercials to investigate, and we appreciate the AMA’s cooperation.
This study focuses on producing a benchmark for comparison studies examining differences in message strategies across cultures. The research herein provides a methodological framework for producing comparative studies examining television commercials and other video content (i.e., delivered over the Internet) across cultures.
The authors owe much to the wonderful support of faculty and staff at the University of Florida. John C. Sutherland, Richard J. Lutz, and Debbie M. Treise all contributed to this work, and we thank them for their support. In addition, the University of Florida’s Advertising De-partment and its students provided valuable assistance. This research required a team of coders who worked very hard to produce the best work possible. The authors wish to acknowl-edge their effort and to thank them.