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The Impact Of Global Consumer Culture On Cultural Values Portrayed In Print Advertising In Japanese And American Magazines
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Book Synopsis The impact of global consumer culture on cultural values portrayed in print advertising in Japanese and American magazines by : Sarah Reeves
Download or read book The impact of global consumer culture on cultural values portrayed in print advertising in Japanese and American magazines written by Sarah Reeves and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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.
Book Synopsis The SAGE Handbook of Advertising by : Gerard J Tellis
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Book Synopsis Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns by : Sebastian Plappert
Download or read book Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns written by Sebastian Plappert and published by GRIN Verlag. This book was released on 2010-07-19 with total page 17 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.
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.
Book Synopsis The Handbook of International Advertising Research by : Hong Cheng
Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Book Synopsis How advertising and consumer culture are contributing to the creation of a homogeneous global culture by : Christoph Behrends
Download or read book How advertising and consumer culture are contributing to the creation of a homogeneous global culture written by Christoph Behrends and published by GRIN Verlag. This book was released on 2007-06-14 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2005 in the subject Communications - Mass Media, grade: 1,7, University of Leicester (University of Leicester - Centre for Mass Communication Research), course: Advertising, Culture and Communication , language: English, abstract: Urban dwellers in the Western world have witnessed a change of their cityscapes recently. Small independent stores, restaurants and coffee bars have been replaced by stores of multinational companies, such as Tesco, McDonald’s, Burgerking, Starbucks, H&M and The Gap. No matter if you are exploring the city centre of Leicester, London or Hamburg, you find more and more branches of large-scale business companies, attempting to attract consumers with their big, bright logos. The same process can be found in the media – global brands such as Hewlett-Packard and Coca Cola advertise all around the globe, or in terms of Barnet et al (1995: p. 164): “Marlboro country is everywhere”. While the unification of city centres has been much-discussed, further questions need to be elaborated on: In how far are these phenomena results of globalisation? Which consequences do they have for life in Western societies? Is there a global homogenisation of culture, and if so, to what extent? Which role does advertising play in this process? These and other questions are discussed in this paper.
Book Synopsis The Impact of Cultural and Market Distance on International Advertising by : Yoo-Kyung Kim
Download or read book The Impact of Cultural and Market Distance on International Advertising written by Yoo-Kyung Kim and published by . This book was released on 1996 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Culturally Customized Web Site by : Nitish Singh
Download or read book The Culturally Customized Web Site written by Nitish Singh and published by Routledge. This book was released on 2005-04-18 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Book Synopsis Global Marketing and Advertising by : Marieke K. de Mooij
Download or read book Global Marketing and Advertising written by Marieke K. de Mooij and published by SAGE Publications, Incorporated. This book was released on 1998 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: For additional materials, please contact the author directly: www.mariekedemooij.com Cultural diversity influences marketing and advertising at all levels: consumer behaviour, research methodology, philosophies of how advertising works, advertising strategy, concept and execution. What the field has been lacking is a knowledge base of cultural differences and similarities, that can be used for developing global strategies. This book presents such a knowledge base, a structure to understand the consequences of culture for marketing and advertising.
Book Synopsis Influences of Asian Cultural Identity on Global Marketing Strategies by : Emily Bloom
Download or read book Influences of Asian Cultural Identity on Global Marketing Strategies written by Emily Bloom and published by GRIN Verlag. This book was released on 2015-10-30 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.
Book Synopsis Dynamics of International Advertising by : Barbara Mueller
Download or read book Dynamics of International Advertising written by Barbara Mueller and published by Peter Lang. This book was released on 2011 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --
Book Synopsis Consumer Culture Theory in Asia by : Yuko Minowa
Download or read book Consumer Culture Theory in Asia written by Yuko Minowa and published by Routledge. This book was released on 2021-12-27 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: We live in times of increasing world uncertainty. Consumer culture in Asia has embodied such precariousness, with their unprecedented states of both prosperity and vulnerability. Works in this volume examine the consumer cultures that exist in today’s precarious Asia. They do this through culturally oriented, critical consumer research. How deeply has the consumer precariousness in Asia been intertwined with the sociohistorical patterning of consumption including class, gender, and other social categories? How do these problematics affect consumers’ identity projects, consumer rituals, and marketplace cultures? How is consumer precariousness aggravated by the governmentality of the superpower? How does the changing landscape of inter-Asian and global popular culture impact consumer culture in these nations? Together, the authors in this volume attempt to answer these questions through consumer research within the paradigm known as consumer culture theory (CCT). Since most CCT inquiry has been in Western contexts, this volume augments the existing knowledge. It presents the most current, critical, historical, and material consumer studies focused on Asia. This volume will be of interest to seasoned CCT researchers and academics, for anyone new to CCT, and for postgraduate students interested in CCT or writing a consumer culture-related thesis.
Book Synopsis The Advertising and Consumer Culture Reader by : Joseph Turow
Download or read book The Advertising and Consumer Culture Reader written by Joseph Turow and published by . This book was released on 2009 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt: Assembles the important writings on advertising and society. This title includes 27 essays which provide readers with the some of the best-known writings on the nature, process, and social implications of advertising and consumer culture for society
Book Synopsis Transcultural Communication In Nursing by : Cora Munoz
Download or read book Transcultural Communication In Nursing written by Cora Munoz and published by Communication and Human Behavi. This book was released on 2005 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: The second edition of Transcultural Communication In Nursing focuses on providing general principles of transcultural communication as well as practical examples. It is intended as a supplemental book for the practicing nurse and learner. the practical breakdown of sections make this book a quick and easy read: Part One: Core Principles (how does one conduct a critical assessment, what does one look for/ask, avoid judgments), Part Two: Cultural Assessment resources and tools (interview guidelines), and Part Three: Practical Resources including a spanish-english listing for communications.
Book Synopsis Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference by : Victoria L. Crittenden
Download or read book Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference written by Victoria L. Crittenden and published by Springer. This book was released on 2015-03-13 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1992 Academy of Marketing Science (AMS) Annual Conference held in San Diego, California. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, retailing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis Consumer Behavior and Culture by : Marieke de Mooij
Download or read book Consumer Behavior and Culture written by Marieke de Mooij and published by SAGE Publications. This book was released on 2010-09-29 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow’s marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition’s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
