Description
Foreword; John R McIntyre 1. From Lipophilia to Lipophobia: The Role of Moral Entrepreneurs; Anne-Sophie Bacouel and Sabine Bacouel-Jentjens 2. Creative Advertising Appeals on Global Cultural Spectrum; John Hudson and Anshu S. Arora 3. Polysemy in Advertising: A Study of the Effects of Advertising Messages on Decision Making; William Chasteen and Shalonda Bradford 4. Does the Country-of-Origin Matter for Cosmetics? The ‘Made In France’ Argument; Manon Rebufet, Leila Loussaief, and Sabine Bacouel-Jentjens 5. Brand Diffusions and Brand Naming Strategies; Eric Billinger and Amit Arora 6. Say It without Saying It: How Consumers Interpret ‘Tropes’ in Advertising and Its Impact on Campaign Success; Jamin Gordon and Jun Wu 7. How ‘True’ are Stereotypes? The Role of Stereotypes in Advertising; Grace Curry, Ulysses J. Brown, III, Jun Wu, and Anshu S. Arora 8. The Value of Social Networks in the World of Advertising; April Harris and Reginald Leseane Afterword; Lisa Yount
