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Author: Zahna Yaeko Caillat
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 470
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Book Description
Author: Zahna Yaeko Caillat
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 470
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Book Description
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: Evgeniya Basenko
Publisher:
ISBN:
Category :
Languages : en
Pages : 168
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Book Description
This study compares the cultural values that manifest themselves in beer-centered television advertisements in Russia and in the United States. The study intends to give an exploratory overview of the main appeals employed in the advertisements and discusses the observed differences and similarities found within. The purpose of my research is to discover whether the more culturally congruent advertisements are more attractive to the consumers than advertisements with unique foreign values. Individual values are taken into consideration. Lists of most common advertising appeals have been identified. The findings are not generalizable to report a significant positive relationship between cultural congruency and advertising effectiveness. However, the study provides rigorous description of a few cases offering deep insight for possible advertising strategies in multicultural advertising environments.
Author: Krom, Ipek
Publisher: IGI Global
ISBN: 1799896749
Category : Business & Economics
Languages : en
Pages : 397
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Book Description
International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.
Author: Yajuan Li
Publisher:
ISBN:
Category :
Languages : en
Pages : 112
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Book Description
This study explores the cultural values as reflected in Chinese and U.S Television commercials. Specifically, it content analyzed 805 Chinese television commercials and 1045 U.S. television commercials to see if the typology of individualism and collectivism framework developed by Triandis is reflected in them. Results indicated that the typology of individualism and collectivism was indeed reflected in the advertising from the two countries. Specifically, horizontal collectivism predominated in China while vertical individualism was prevalent in the U.S. The limitation of the current study was discussed and the suggestions for further research were presented
Author: Nitish Singh
Publisher: Routledge
ISBN: 1136358528
Category : Business & Economics
Languages : en
Pages : 178
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Book Description
In The Culturally Customized Web Site, Nitish Singh and Arun Pereira focus on cultural aspects of international website design, honing in on three objectives: * First, to present a review and survey results on standardization/localization issues on the web * Second, to present a scientifically tested framework to design culturally adapted international websites, and provide marketers and web designers with practical web localization tools * Third, to show readers the power and effectiveness of culturally customized websites This is the first book to address the issue of website standardization, localization—or what the authors refer to as “cultural customization”. Little evidence has been accumulated to show whether international consumers prefer to browse and buy from standardized global websites or websites adapted to local cultures. The Culturally Customized Web Site provides insights into whether the web is a culturally neutral medium of communication or a medium impregnated with cultural values. Also presented is empirical evidence as to whether local consumers prefer standardized websites or websites adapted to their culture. Visit www.theculturallycustomizedwebsite.com
Author: Kewei Qian
Publisher:
ISBN:
Category :
Languages : en
Pages : 190
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Book Description
Author: Hong Cheng
Publisher: John Wiley & Sons
ISBN: 1118378458
Category : Language Arts & Disciplines
Languages : en
Pages : 574
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Book Description
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author: Freidoun Zandpour
Publisher:
ISBN:
Category : Television advertising
Languages : en
Pages : 28
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Book Description
Author: Krishna Bista
Publisher: Lulu.com
ISBN: 1329596501
Category : Education
Languages : en
Pages : 104
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Book Description
An interdisciplinary, peer reviewed publication, Journal of International Students (Print ISSN 2162-3104 & Online ISSN 2166-3750) is a professional journal that publishes narrative, theoretical and empirically-based research articles, student reflections, and book reviews relevant to international students and their cross cultural experiences and understanding. Published quarterly, the Journal encourages the submission of manuscripts from around the world, and from a wide range of academic fields, including comparative education, international education, student affairs, linguistics, psychology, religion, sociology, business, social work, philosophy, and culture studies.For further information http:/ /jistudents.org/
