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Showing 1 to 1 of 1 for “"cross-cultural advertising research"”.
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Challenging Universality: gender portrayals in television commercials in South Africa and Germany
… content analysis is commonly used in cross-cultural advertising research, often relying on codebooks developed in one cultural context and applied universally. Guided by a decolonial perspective, this research aimed to challenge these “methodological universalisms” (Mohanty, 2003) by …