ABSTRACT
The purpose of this chapter is to critique current international advertising research for being uninformed about the status of theory in international communication and to suggest that international advertising research must be placed theoretically within the broader context of international communication research. Theoretically informed research should prove both more interesting and more viable to advertising researchers and practitioners. However, it may also prove more challenging because the theoretical perspective may lead to critical questions that suggest significant dilemmas that the industry itself may not care to pursue.
