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    Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan

    Access Status
    Fulltext not available
    Authors
    Martin, D.
    Woodside, Arch
    Date
    2008
    Type
    Journal Article
    
    Metadata
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    Citation
    Martin, Drew and Woodside, Arch G. 2008. Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan. Journal of Global Marketing. 21 (1): pp. 19-32.
    Source Title
    Journal of Global Marketing
    DOI
    10.1300/J042v21n01_03
    ISSN
    08911762
    URI
    http://hdl.handle.net/20.500.11937/22693
    Collection
    • Curtin Research Publications
    Abstract

    Japan's advertising industry has a long history of employing foreign actors. This article probes the proposition that over time this media exposure affects advertising industry's willingness to change and meld the presentation of foreign people in local contexts in ads. An empirical study supports the proposition that some level of foreign-domestic advertising assimilation-dynamic is occurring in Japan. The article reports a content analysis examining 102 television advertisements run during 1992 and 2002 that confirms the principle proposition. Changes in verbal and nonverbal communication modalities suggest that foreign-actor domestic assimilation is occurring. The article illustrates how advertisers go about showing foreigners in Japanese contexts to transform the old saw, “Think global, act local” into the more actionable dictum, “Meld global inside local.”

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