ABSTRACT
In this chapter, the author focuses on the degree to which cultural factors force modifications to advertising. He describes advertising portrayals of Asian Americans has also received a good bit of attention. The last decade has seen significant advances in understanding cross-cultural advertising, thanks largely to more focus on consumer culture theory rather than a false "debate". The author explains controversial issues such as alcohol advertising, tobacco advertising, on premise sign issues and green marketing has had policy implications that have gotten noticed, often in court cases and via testimony to the US Congress and State Legislatures. It is especially rewarding when the industry notices and a tribute to those in the marketing community who blazed the trail on public policy and marketing. One would think that half of the field thought all marketing mix elements could be standardized while the other half thought nothing could be standardized.
