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 Cultural Differences Reflected in Advertising Appeals. A Study of Print Magazines in the U.S. and France
Наименование:

Cultural Differences Reflected in Advertising Appeals. A Study of Print Magazines in the U.S. and France

автор Ciprian B. издательство Книга по Требованию Основы социологии
Cтраниц 56        мягкая обложка       
Аннотация:Using two of Geert Hofstede’s well-known cultural dimensions (power distance and uncertainty avoidance), correlated with Richard Pollay’s value appeals, this research explored the cultural differences between the U. S. and France at the level of print advertising. We found that these two dimensions of culture are also present in less elitist media environments in the form of specific value appeals corresponding to each dimension. The study went beyond the scope of a highly educated audience in which Hofstede’s cultural dimensions were initially developed and retested. For professionals seeking strategically sound ways to approach the U. S. or the French public, be it for advertising, public relations, marketing or general communication purposes, this research offers insights that can prove very useful when adapting messages from one culture to the other.
Автор: Ciprian B.
Издательство: Книга по Требованию
Год:2009
Цена:
2007 руб
Нет в наличии
Поиск: Cultural Differences Reflected in Advertising Appeals. A Study of Print Magazines in the U.S. and France
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
КАРНАВАЛ НА НОВЫЙ ГОД РАСПРОДАЖА
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Английский, теоретическая фонетика. Вопросы и...

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