Abstract In 2014, a classification was proposed of ways in which brands communicate their country of origin (COO). The current, exploratory study is the first to empirically investigate the frequency with which brands employ such COO markers in magazine advertisements. An analysis of about 750 ads from the British, Dutch, and Spanish editions of Cosmopolitan showed that the prototypical “made in” marker was rarely used, and that “COO embedded in company name” and “use of COO language” were most frequently employed. In all, 36% of the total number of ads contained at least one COO marker, underlining the importance of the COO construct.

中文翻译：

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品牌如何在杂志广告中突出显示原产国：内容分析

摘要2014年，提出了品牌与原产国（COO）沟通方式的分类。当前的探索性研究是第一个凭经验研究品牌在杂志广告中使用此类COO标记的频率的研究。对来自英国，荷兰和西班牙版本的《世界性》的约750个广告的分析表明，很少使用原型“制造”标记，并且最常使用“嵌入公司名称的COO”和“使用COO语言” 。总共36％的广告包含至少一个COO标记，突显了COO构建器的重要性。