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Research on advertising in Asia: a critical analysis of the articles published in major advertising and communication journals, 1990–2009

This study content-analyzed scholarly articles on advertising in Asia published in four major journals in advertising and communication from 1990 to 2009. Findings included trends in research output, countries/territories studied, and media covered. Topical, theoretical, and methodological trends in those articles were also identified. Comparisons between the articles published in the 1990s and 2000s were made. Findings and their implications for future studies were discussed.