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Purpose: The purpose of this paper is to examine recent pattems and developments in the literatureon cross cultural advertising research.Design/methodology/approach: Citation analysis was performed for cross cultural advertis"ingarticles published in major marketing and business joumals from 1995 to 2006.Findings Cultural values were the most studied topic area in cross cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investig-ated , whereas there appears to exist a paucity of research in newer EU countries, and in Latín American, Midd le Eastern, and African markets.Originality/value Based on findings from the citation analysis, the authors outline future directions for the advancement of cross cultural advertising research in theoretical foundations, methodological issues, and countries to be explored

Cross‐cultural advertising research: where we have been and where we need to go