Cultural Values As Reflected In Advertising

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Cross-Cultural Content Analysis of Advertising from the United States and India

Author : Niaz Ahmed
Publisher : Universal-Publishers
ISBN 13 : 1581120842
Total Pages : 119 pages
Book Rating : 4.5/5 (811 download)

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Book Synopsis Cross-Cultural Content Analysis of Advertising from the United States and India by : Niaz Ahmed

Download or read book Cross-Cultural Content Analysis of Advertising from the United States and India written by Niaz Ahmed and published by Universal-Publishers. This book was released on 2000 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Cultural Values as Reflected in Advertising

Author : Yajuan Li
Publisher :
ISBN 13 :
Total Pages : 112 pages
Book Rating : 4.:/5 (122 download)

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Book Synopsis Cultural Values as Reflected in Advertising by : Yajuan Li

Download or read book Cultural Values as Reflected in Advertising written by Yajuan Li and published by . This book was released on 2004 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Intercultural Communication, Globalisation and Advertising

Author : Sebastian Plappert
Publisher : GRIN Verlag
ISBN 13 : 3640664280
Total Pages : 33 pages
Book Rating : 4.6/5 (46 download)

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Book Synopsis Intercultural Communication, Globalisation and Advertising by : Sebastian Plappert

Download or read book Intercultural Communication, Globalisation and Advertising written by Sebastian Plappert and published by GRIN Verlag. This book was released on 2010-07 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Cultural Values Reflected in American and Mexican Television Advertising

Author : Michael Seaman
Publisher :
ISBN 13 :
Total Pages : 58 pages
Book Rating : 4.:/5 (867 download)

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Book Synopsis Cultural Values Reflected in American and Mexican Television Advertising by : Michael Seaman

Download or read book Cultural Values Reflected in American and Mexican Television Advertising written by Michael Seaman and published by . This book was released on 2003 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising and Chinese Society

Author : Hong Cheng
Publisher : Copenhagen Business School Press DK
ISBN 13 : 9788763002271
Total Pages : 324 pages
Book Rating : 4.0/5 (22 download)

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Book Synopsis Advertising and Chinese Society by : Hong Cheng

Download or read book Advertising and Chinese Society written by Hong Cheng and published by Copenhagen Business School Press DK. This book was released on 2009 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the social, psychological, legal, and ethical impact - perceived or proven - that may result from advertising in the booming Chinese market. The book provides readers with an understanding of the two-way relationship between advertising and Chinese society. Major issues addressed include rising consumerism, consumers' attitudes towards advertising and reactions to advertising appeals, cultural messages conveyed in advertisements, gender representations, sex appeal, offensive advertising, advertising law and regulation, advertising to children and adolescents, symbolic meanings of advertisements, public service advertising, and new media advertising and its social impact. Advertising and Chinese Society resorts to a variety of research techniques including content analysis, survey, experiment, semiotic analysis, and secondary data analysis. The book will enhance the sensitivity of scholars and practitioners interested in Chinese advertising and its social ramifications.

Cultural Values Reflected in Chinese Advertisements

Author : Jing Zhang
Publisher :
ISBN 13 :
Total Pages : 442 pages
Book Rating : 4.:/5 (769 download)

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Book Synopsis Cultural Values Reflected in Chinese Advertisements by : Jing Zhang

Download or read book Cultural Values Reflected in Chinese Advertisements written by Jing Zhang and published by . This book was released on 2004 with total page 442 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Cultural Values Reflected in Chinese and American Web Service Advertising

Author : Jie Zhang
Publisher :
ISBN 13 :
Total Pages : 232 pages
Book Rating : 4.:/5 (68 download)

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Book Synopsis Cultural Values Reflected in Chinese and American Web Service Advertising by : Jie Zhang

Download or read book Cultural Values Reflected in Chinese and American Web Service Advertising written by Jie Zhang and published by . This book was released on 2005 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Reflection of Cultural Values in Advertising

Author : Freidoun Zandpour
Publisher :
ISBN 13 :
Total Pages : 28 pages
Book Rating : 4.:/5 (285 download)

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Book Synopsis Reflection of Cultural Values in Advertising by : Freidoun Zandpour

Download or read book Reflection of Cultural Values in Advertising written by Freidoun Zandpour and published by . This book was released on 1992 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising, Society, and Consumer Culture

Author : Roxanne Hovland
Publisher : Routledge
ISBN 13 : 1317477537
Total Pages : 209 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Advertising, Society, and Consumer Culture by : Roxanne Hovland

Download or read book Advertising, Society, and Consumer Culture written by Roxanne Hovland and published by Routledge. This book was released on 2014-12-18 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Designed as a core textbook for courses in Advertising and Society, "Advertising, Society, and Consumer Culture" develops an integrated perspective that gives students a framework for understanding past, present, and future issues in advertising communications. Chapter contents cover the entire range of social, political, cultural, regulatory, and economic issues that surround advertising and its role in modern society. The many social issues addressed include advertising and gender stereotyping, advertising to vulnerable audiences, and the distribution of wealth in consumer society. "Advertising, Society, and Consumer Culture" intertwines the development of the consumer culture with its coverage of the historical, political, regulatory, and ethical issues of advertising. It includes clear, comprehensive tables that chronicle historical developments and key legal cases. The text is readable for undergraduates but provides enough depth to serve as a graduate-level text. Including extensive notes and a bibliography, it can be adopted independently, or alongside its companion volume, "Readings in Advertising, Society, and Consumer Culture".

Global Marketing and Advertising

Author : Marieke de Mooij
Publisher : SAGE
ISBN 13 : 1526453517
Total Pages : 582 pages
Book Rating : 4.5/5 (264 download)

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Book Synopsis Global Marketing and Advertising by : Marieke de Mooij

Download or read book Global Marketing and Advertising written by Marieke de Mooij and published by SAGE. This book was released on 2018-10-27 with total page 582 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.

Cultural Values Reflected in Chinese Television Commercials

Author : Yi Zhang
Publisher :
ISBN 13 :
Total Pages : 156 pages
Book Rating : 4.:/5 (365 download)

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Book Synopsis Cultural Values Reflected in Chinese Television Commercials by : Yi Zhang

Download or read book Cultural Values Reflected in Chinese Television Commercials written by Yi Zhang and published by . This book was released on 1996 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Impact of Culture on Advertising: Advertising as a Reflection of Cultural Attitudes and Values 1972-1985

Author : Lesley L. Kimble
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)

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Book Synopsis Impact of Culture on Advertising: Advertising as a Reflection of Cultural Attitudes and Values 1972-1985 by : Lesley L. Kimble

Download or read book Impact of Culture on Advertising: Advertising as a Reflection of Cultural Attitudes and Values 1972-1985 written by Lesley L. Kimble and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising in Developing and Emerging Countries

Author : Emmanuel C. Alozie
Publisher : CRC Press
ISBN 13 : 131718498X
Total Pages : 418 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis Advertising in Developing and Emerging Countries by : Emmanuel C. Alozie

Download or read book Advertising in Developing and Emerging Countries written by Emmanuel C. Alozie and published by CRC Press. This book was released on 2016-03-23 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: This indispensable study offers an in-depth analysis of advertising in developing and emerging economies as they join the global market and seek to improve the socio-economic condition of their citizens. Advertising in Developing and Emerging Countries illustrates the challenges and opportunities for advertising in these countries, and explores their critical relationship with developed economies with a multifaceted analysis of the role of advertising in an interdependent global economy. The contributors, academic and professional, with world wide experiences, examine the unique political, cultural and religious systems that affect advertising in a country, in both Western and non-Western contexts, and chart the consequences of its development from democratization to privatization to cultural hegemony. Emmanuel C. Alozie has put together an essential and unique book for scholars and students of public relations, advertising, marketing, media and international studies, as well as practitioners, those teaching and undertaking professional courses, and researchers in this critical field.

Promotional Culture

Author : Andrew Wernick
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (11 download)

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Book Synopsis Promotional Culture by : Andrew Wernick

Download or read book Promotional Culture written by Andrew Wernick and published by . This book was released on 2012 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

A Comparative Study of Educational Values Reflected in Children's TV Commercials Between the U.S. and China

Author : Ruhui Ni
Publisher :
ISBN 13 :
Total Pages : 240 pages
Book Rating : 4.3/5 (129 download)

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Book Synopsis A Comparative Study of Educational Values Reflected in Children's TV Commercials Between the U.S. and China by : Ruhui Ni

Download or read book A Comparative Study of Educational Values Reflected in Children's TV Commercials Between the U.S. and China written by Ruhui Ni and published by . This book was released on 2009 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Use of Individualistic and Collectivistic Appeals in Taiwan and the U.S. Primetime Television Commercials

Author : Irene Chen
Publisher :
ISBN 13 :
Total Pages : 102 pages
Book Rating : 4.:/5 (11 download)

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Book Synopsis The Use of Individualistic and Collectivistic Appeals in Taiwan and the U.S. Primetime Television Commercials by : Irene Chen

Download or read book The Use of Individualistic and Collectivistic Appeals in Taiwan and the U.S. Primetime Television Commercials written by Irene Chen and published by . This book was released on 2004 with total page 102 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many studies had confirmed that commercials from different cultures reflected different cultural values. Most previous studies examined this issue with the concept of individualism and collectivism. However, none of them sought to explore this idea with Triandis (1995)'s four typologies of individualism and collectivism, which were horizontal individualism, vertical individualism, horizontal collectivism and vertical collectivism. In this research, a content analysis was carried out to examine how commercials of Taiwan and the U.S. reflected its cultures respectively. Results showed that Taiwan commercials reflected more horizontal individualistic and vertical collectivistic values while the U.S commercials reflected more vertical individualistic values. Besides, product use conditions had a great effect on the use of advertising appeals in Taiwan. Commercials of personally used products tended to apply more individualistic values while shared products applied more collectivistic values.

Global Advertising in a Cultural Context

Author : Mirjana Milenkovic
Publisher : Diplomica Verlag
ISBN 13 : 3836669951
Total Pages : 69 pages
Book Rating : 4.8/5 (366 download)

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Book Synopsis Global Advertising in a Cultural Context by : Mirjana Milenkovic

Download or read book Global Advertising in a Cultural Context written by Mirjana Milenkovic and published by Diplomica Verlag. This book was released on 2009-02 with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her book Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members' understanding of reality. On the basis of Hofstede's Five Dimensions, cultures and their characteristics are described. The reader learns about the behavior in different cultures and how cultural backgrounds impact buying decisions. With numerous practical illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the challenge of both approaches in strategy and execution in front of the cultural background. This book gives recommendations for successful global advertising on the basis of six different advertising approaches and their suitability to overcome cultural differences.