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Download full textAnzai, Yayoi; And Others – 1986
To explore the portrayals of Americans in Japanese television commercials and Japanese in American television commercials, and how those portrayals are perceived by each nationality, a two-part study examined 745 American commercials and 956 Japanese commercials. Researchers first coded the number of American males and females who appeared in the…
Descriptors: Characterization, Content Analysis, Cultural Differences, Cultural Images
