1 IntroductionTo reduce restrictions within the local economy is now the trend in most countries allover the world.

In an effort to develop a more liberal economy and change beliefs in order to establish a more international economy, an increase in the globalization of the market was necessary to capture capitalist practices. This tendency towards capitalist style, accompanied with changes in the commercial practice philosophy, have a clear effect on social relations and peoples way of living. This development has led to an increment in the importance of research in consumer behaviour, and in particular the consumers attitude towards advertising, which will facilitate studying the advertising effect and the change in the society where it functions. Moreover, culture affects advertising in different ways. In some countries religion plays an important role in influencing advertising (Hassan, 1990; Tuncalp, 1990; Ali,1994; Al-Makaty et al, 1996; Bhuian, 2002), while in other countries the social system prevails advertising (Gordon and Lima-Turner, 1997; Zhou et al, 2002; Fisher and Dube, 2005). For example, in recent years the reforming of the Russian economy has transformed advertising. (Duravasula et al, 1993; Andrews and Duravasula,1994).Furthermore, the change in culture is not restricted to a particular culture. All culture sare modified over time and the changes and alterations are spread from culture to culture. It has been outlined that this has a direct effect on consumer attitudes towards 2advertising. Researchers have investigated these changes in culture through crosscultural studies, as these modifications can be generalised towards a group of countries that share the same cultural approach. There are a few crosscultural studiesrelated to attitudes towards advertising which encourage more studies (Andrews et al,1991, Durvasula et al, 1993; Andrews and Duravasula 1994; Waller et al, 2005).In addition, the advertising sector has experienced significant growth in past decades(Redah, 1997; O Donovan et al, 2000; PARC, 2004; World Advertising Trends,2004). Due to increased competition, advertising plays a key role in increasing afirm's market share and revenue. This study suggests a need to focus on the effect of culture on consumer perception and attitudes towards advertising.Increasingly, companies are developing worldwide customer and employee bases.Therefore, customers come from diverse cultures, and marketing managers cannotafford to ignore these cultural differences as they elaborate their own advertisingstrategies (Diaz, 1985; Zhang and Neelankavil, 1997; Lee and Choi, 2005; and Li,2005).This study aims to extend previous studies that have researched the attitude towardsadvertising and further examines

the effect of culture in consumer attitudes in a ThirdWorld nation other than in the developed world

Literaturw review1 An endorser discovering mechanism for social advertising Authors: Yung-Ming Li National Chiao Tung University, Hsinchu, Taiwan, ROC Nine-Jun Lien National Chiao Tung University, Hsinchu, Taiwan, ROC Published in: Proceeding ICEC '09 Proceedings of the 11th International Conference on Electronic Commerce ACM New York, NY, USA 2009 table of contents ISBN: 978-1-60558-586-4 doi>10.1145/1593254.1593272

Abstract Social networks (SNs) in Internet are gaining importance as a component of commercial possibilities. Many web services adopting SNs concept, such as MySpace and Facebook, have been making great progress or creating new opportunities in recent years. Online advertising, from email advertising to banner advertising and embedded advertising, becomes the main business model for SNs. Advertisers attempt to expose ads to appropriate customers; they conduct marketing research to discover which users are their potential customers but the return on investment is still low. In this paper, we propose an advertising system based on social relation and viral marketing. Different from traditional advertising manner,

advertisements are only sent to suitable endorsers who are influential in his own network and interested in the domain of advertisements initially and diffuse from them. Our mechanism can significantly improve the marketing accuracy because they know the information about their friends that advertisers don't based on traditional content analysis or history data. By improving positive influence and decreasing negative effect that comes with advertisement pushing, the campaign about products or services is more effective and the costs that advertisers spent are significantly reduced. 2

Review of Feminist Bioethics At the Center, On the Margins, edited by Jackie Leach Scully, Laurel E. Baldwin-Ragaven, Petya Fitzpatrick Maureen Sander-Staudt Correspondence: Maureen Sander-Staudt Maureen.SanderStaudt@asu.edu Author Affiliations Division of Humanities, Arts, and Cultural Studies, Arizona State University, PO Box 37100, Phoenix, AZ 85069-7100, USA Philosophy, Ethics, and Humanities in Medicine 2010, 5:18 doi:10.1186/1747-5341-5-18

The electronic version of this article is the complete one and can be found online at:http://www.peh-med.com/content/5/1/18 Received: 30 August 2010 Accepted: 6 December 2010 Published: 6 December 2010

 2010 Sander-Staudt; licensee BioMed Central Ltd. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/2.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Abstract The anthology, Feminist Bioethics, edited by Jackie Leach Scully, Laurel E. Baldwin-Ragaven, and Petya Fitzpatrick, examines how feminist bioethics theoretically and methodologically challenges mainstream bioethics, and whether these approaches are useful for exploring difference in other contexts. It offers critical conceptual analyses of "autonomy", "universality", and "trust", and covers topics such as testing for hereditary cancer, prenatal selection for sexual orientation, midwifery, public health, disability, Indigenous research reform in Australia, and China's one child policy.

3 STUDIES IN LITERATURE AND LANGUAGE Vol. 1, No. 6, 2010, pp. 75-81 ISSN 1923-1555 [PRINT] ISSN 1923-1563[ONLINE] www.cscanada.net

www.cscanada.org

Metaphors in Advertising Discourse Luu Trong Tuan

Abstract: Metaphors are the mappings of the abstract world into the concrete world through human senses or experiences. In Vietnamese advertisements, brands are metaphorized and brand metaphors can be categorized into ontological and structural metaphors. BRAND IS MOTION is a structural metaphor, and BRAND IS A CONTAINER, BRAND IS A VALUABLE RESOURCE, BRAND IS A COMPANION, and BRAND IS A GLADIATOR are instances of ontological metaphors. Keywords: conceptual metaphors; ontological metaphors; structural metaphors; brand; Vietnamese advertisements

The Impact of Negative Word-of-Mouth in Web 2.0 on Brand Equity

Sylvia Ng, Sally Rao Hill, the University of Adelaide Abstract Many companies have jumped on the Web 2.0 bandwagon given its hype and potential gains for marketers. However, the rise of Web 2.0 as a popular media tool may undermine the control that traditional advertising has over consumers perceptions of brands. This paper develops a theoretical framework about the impact of negative WOM on Web 2.0 on brand equity. Preliminary focus groups findings show that negative WOM on Web 2.0 with high level of consensus heighten the perceived risk of purchasing a brand and may damage brand equity that has been built over time, particularly perceived quality of the brand and attitude towards the brand.