Impact of Culture on Advertising: Advertising as a Reflection of Cultural Attitudes and Values 1972-1985 PDF Download
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Author: Lesley L. Kimble
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages :
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Book Description
Author: Lesley L. Kimble
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages :
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Author: Franziska Pfund
Publisher: GRIN Verlag
ISBN: 363814884X
Category : Foreign Language Study
Languages : en
Pages : 11
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Book Description
Seminar paper from the year 2002 in the subject Didactics for the subject English - Miscellaneous, grade: 2,0 (B), Stellenbosch Universitiy (International Office), course: Advanced English Writing Skills, language: English, abstract: The relevance of this topic is shown by the following true story of the Gerber Company: Gerber once decided to sell their brand of baby food in a West African country. They exported the product and ran the same copy that had been selling jars for them by the billion since 1926. They put the famous label on the jar, with the baby wearing a big smile which, over the years, had helped them become a household name back home. Reports soon came back from the distributor, announcing zero sales. Later, reports came back on the national news, telling or rioting in the streets, and casualties. Worried company chiefs watching television back home in the Unites States thought they glimpsed people burning copies of their poster in the background. Much later, it transpired that in many African countries, there was a very real but hitherto undocumented assumption that what you see on the label is what′s in the jar. This came over to consumers as a coarse hint that the little boy, far from endorsing the product, was the product: people thought they were being expected to feed their black babies with white baby. Sensibilities were naturally offended by this immodest proposal, and outrage soon gave way to violence. (Anholt, 2000:51) This story shows that culture has an enormous impact on advertisements. The fact that makes it more important than it has never been before, is globalization. As more and more companies are taking the decision to market their products abroad, they are facing cultural and linguistic dilemmas which international advertising invariably raises. This report aims to give an insight into this complex subject. [...]
Author: Sammy Richard Danna
Publisher: Popular Press
ISBN: 9780879725280
Category : Business & Economics
Languages : en
Pages : 182
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Book Description
"Subliminal perception debunked, senior citizen advertising comes of age, Mona Lisa goes commercial, and male ad image changes are questioned! These and a host of other insightful, informative essays comprise this volume. Numerous advertising and marketing scholars united to bring the reader some of their most instructive, stimulating and entertaining works." "Advertising today, more than ever, is a field filled with change, challenge, and controversy. For about a decade, the Popular Culture Association's Advertising Area has proved to be a forum for a variety of topics that highlight advertising's impact on culture and society. This volume stems from a proposal to collect into a book some of the papers presented at PCA Conferences in the Advertising Area from 1985-1989. Authors represent a variety of interests and research areas." "While original plans did not call for any specific topic divisions in this volume, the articles do present variety, though somewhat loosely categorized. In general, these categories fall under the broad umbrella of popular culture studies. Besides the familiar historical and critical presentations, articles of controversy and interest are included, such as the one on subliminal advertising. Some of these articles attempt to debunk previously written pieces and serve as a stepping stone to much further discussion." "All-in-all, you will find something to amuse, amaze, inform and stimulate in this volume of advertising variety and versatility."--BOOK JACKET.
Author: Roxanne Hovland
Publisher: Routledge
ISBN: 1317461363
Category : Business & Economics
Languages : en
Pages : 440
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Book Description
This collection of classic and contemporary articles provides context for the study of advertising by exploring the historical, economic, and ideological factors that spawned the development of a consumer culture. It begins with articles that take an institutional and historical perspective to provide background for approaching the social and ethical concerns that evolve around advertising. Subsequent sections then address the legal and economic consequences of life in a material culture; the regulation of advertising in a culture that weighs free speech against the needs of society; and the ethics of promoting materialism to consumers. The concluding section includes links to a variety of resources such as trade association codes of ethics, standards and guidelines for particular types of advertising, and information about self-regulatory organizations.
Author: Sebastian Plappert
Publisher: GRIN Verlag
ISBN: 3640664280
Category : Business & Economics
Languages : en
Pages : 33
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Book Description
Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall's and especially Hofstede's approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.
Author: Niaz Ahmed
Publisher: Universal-Publishers
ISBN: 1581120842
Category : Business & Economics
Languages : en
Pages : 119
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Book Description
This cross-cultural content analysis (which merged traditional content analysis method with semiotic concepts) compared advertising in the United States (a highly individualistic and low-context culture) and India (a highly collectivist and high-context culture). The study examined the characteristics, differences and similarities in advertising strategies and expressions. A stratified random sample of advertisements for consumer products was selected from nationally circulated news magazines and business magazines of each country between January 1993 and December 1994 (Time and Business Week from the United States; India Today and Business India from India). This study found that there were significant differences in the way the two cultures produced advertising messages and that differential cultural values were reflected in their advertising expressions. The findings revealed that the U.S. advertisements utilized direct rhetorical styles, individualistic visual stances, sexual portrayals of women and comparative approaches more often than their Indian counterparts. The Indian ads utilized indirect rhetorical styles, collective visual stances and stereotypical portrayals of women more frequently than did the U.S. ads. The evidence of specific cross-cultural differences suggests that perhaps the proponents of "standardization of international advertising" have promoted an oversimplification. This cross-cultural study suggests that caution should be exercised when considering standardization in advertising and other forms of promotional communication between divergent cultures. Click here to preview the first 25 pages in Acrobat PDF format.
Author: Jib Fowles
Publisher: SAGE
ISBN: 9780803954830
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
Is it possible that consumers exploit advertising even more so than advertising exploits and influences our culture? Author Jib Fowles argues that consumers look to advertising to provide them with images that can assist them in negotiating the personal dilemmas of advanced industrial life. Advertising and Popular Culture is the first comprehensive text to provide a balanced analysis of advertising and its companion, the popular culture, conveyed through the mass media. Reflecting current theories, this thoughtful critique uses excerpts from advertising campaigns to illustrate how modern advertising both draws from and contributes to popular culture. Fowles traces the role of advertising in our culture from its evolution as part of the culture of mass consumption in the late 19th century, the development of advertising agencies, and the creation of a consumer culture to an exploration of the major themes of American advertising. Advertising and Popular Culture represents a fresh and fully elaborated conceptualization of the services that advertising and popular culture provide. This text will be a vital tool in departments and schools of advertising, journalism, and communication where increasing emphasis is being placed on studying the cultural significance of advertising.
Author: Mary Cross
Publisher: Praeger
ISBN:
Category : Business & Economics
Languages : en
Pages : 160
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Book Description
This unique collection of essays explores postmodern American culture and the shaping influence of advertising. Using contemporary theory, the authors present a wide variety of perspectives on advertising's methods, language, and cultural effects. Topics include the myths and promises of advertising, the selling of racial and gender stereotypes, the construction of corporate images, the postmodern discourse of advertising, its literary techniques, and its persuasive strategies. This scholarly approach to advertising will be of interest to students and scholars in the fields of communication, cultural studies, and popular culture.
Author: Roxanne Hovland
Publisher: M.E. Sharpe
ISBN: 0765628686
Category : Business & Economics
Languages : en
Pages : 210
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Book Description
Suitable for courses in Advertising and Society, this title develops an integrated perspective that gives students a framework for understanding past, present, and future issues in advertising communications.
Author: Emily West
Publisher: Routledge
ISBN: 1135095574
Category : Business & Economics
Languages : en
Pages : 469
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Book Description
The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight sections: Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice. Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment. Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice. Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces. Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts. Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education. Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships. The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste. With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present.
