Cosmopolitan magazines from the Australia, Brazil, Chile, Czech Republic, France, Germany, Great Britain, Greece, Holland, Hong Kong, Italy, Japan, Mexico, Portugal, Russia, South Africa, Spain, Taiwan, Turkey and the United States have been obtained for August and September of 1995 and 1996. All data has been entered into SPSSX, hypotheses have been generated, and analysis is being done. The researchers are examining numerous variables including size of ads, size of picture, type of appeal, type of models used, languages used, type of headlines, and cues used to examine cross-cultural differences. The study is also scrutinizing the apparent international advertising strategies of companies advertising in Cosmopolitan in more than one country in any given month, and looking at consistency of these strategies over time.
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