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An important feature of contemporary international advertising is the use of verbal allusion to a product's country of origin as a selling-point. With reference to slogans used in European advertising, this article seeks to identify the main strategies adopted in deployment of the ‘made-in’ concept. The article also considers the reception of such slogans and discusses the likely role of ‘made-in’ advertisements after 1992 in a frontierless European Community.
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David Head (1988) studied this question.
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