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Author : Alfredo Flores del Callejo
Publisher :
ISBN 13 :
Total Pages : 170 pages
Book Rating : 4.:/5 (326 download)
Download or read book Values Portrayed in Advertising written by Alfredo Flores del Callejo and published by . This book was released on 1994 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Niaz Ahmed
Publisher : Universal-Publishers
ISBN 13 : 1581120842
Total Pages : 119 pages
Book Rating : 4.5/5 (811 download)
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.
Author : Nabilah Abu Bakar
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (915 download)
Download or read book The Similarities and Differences of Cultural Values in Television Advertising written by Nabilah Abu Bakar and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This study compares the cultural values in television advertising between Malaysia and the United States. Malaysia is a growing Muslim nation with a diverse population that has a number of ethnic groups with their own individual habits and traditions. United States is Malaysia's fourth largest trading partner. With the growing relationship between the two countries, it is important that companies and advertisers understand the cultural differences and similarities of both countries. This study used a content analysis method, where commercials were taken from television media channels of both countries during their prime time over the period of September 2014. Cheng and Schweitzer's (1996) modified version of 32 cultural values are used for coding. The study indicated that Malaysia portrayed similar to cultural values from the American advertisements. Thus, the results showed no significant differences in cultural values of TV ads of both countries due to modernization of Malaysia in the last two decades. These findings are consistent with Khairullah and Khairullah's (2013) results, where they concluded that the Indian society is adopting Western cultural values, thus suggesting modernization. The findings contribute to the debate of localization versus standardization in global marketing.
Author : Sarah Reeves
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (14 download)
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:
Author : Lynn R. Kahle
Publisher : Psychology Press
ISBN 13 : 1317780833
Total Pages : 430 pages
Book Rating : 4.3/5 (177 download)
Download or read book Values, Lifestyles, and Psychographics written by Lynn R. Kahle and published by Psychology Press. This book was released on 2014-03-05 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book showcases papers presented at the annual Advertising and Consumer Psychology Conference. The contributors -- active scholars with both practitioner and academic backgrounds -- share an interest in the general area of psychographics, values, and lifestyle in advertising. The interdisciplinary and international mix of authors bring a diverse perspective to this volume, which is divided into four nonorthogonal sections. The first section deals with theoretical and conceptual issues in advertising research, while the second section presents chapters devoted to improving methodology. The final two sections illustrate how value, lifestyle, and psychographic research have been used to understand differences among people. The first of these final two sections emphasizes differences among people at different times (commonly called trend research), and the second emphasizes differences among people across national boundaries. Collectively, these chapters illustrate how practical state-of-the-art research in values, lifestyles, and psychographics can be. Thoughtful consideration of values, lifestyles, and psychographics as they are manifested in quality research can improve advertising and marketing practice, and can help the business community deliver products and services that are more in line with consumers' needs.
Author : David Apel
Publisher : GRIN Verlag
ISBN 13 : 3668009694
Total Pages : 20 pages
Book Rating : 4.6/5 (68 download)
Download or read book Advertising and Customer Values. To what extend does one influence the other? written by David Apel and published by GRIN Verlag. This book was released on 2015-07-01 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, , language: English, abstract: (How) Does advertising influence customer values? Can advertisers shape their audience's cultural values in their interest? Or do advertisements simply appeal to values pre-existing in a society? These questions are nowadays more relevant than ever before especially regarding the U.S. culture and advertising industry, which are serving as the objects of study. In the course of developing an answer, secondary research is conducted in the form of analysis and interpretation of literature, journal articles, reports and studies. In the course of developing an answer, secondary research will be conducted in the form of analysis and interpretation of literature, journal articles, reports and studies. The paper is set up as follows: Chapter 2 will precisely define and discuss the terms employed, and provide an in-depth look at U.S. values and their history. Chapter 3 will elaborate the mechanisms by which advertising influences vari-ous constructs on behalf of its audience, complemented with two studies related to the topic. Chapter 4 will conclude by bringing together the values treated in chapter 2 and the effects of advertising dis-cussed in chapter 3.
Author : Joyce Marie Wolburg
Publisher :
ISBN 13 :
Total Pages : 29 pages
Book Rating : 4.:/5 (389 download)
Download or read book An Investigation of Three Cultural Values in American Advertising written by Joyce Marie Wolburg and published by . This book was released on 1997 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Yajuan Li
Publisher :
ISBN 13 :
Total Pages : 112 pages
Book Rating : 4.:/5 (122 download)
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
Author : Joyce Marie Wolburg
Publisher :
ISBN 13 :
Total Pages : 452 pages
Book Rating : 4.:/5 (346 download)
Download or read book An Investigation of Three Core Cultural Values in American Advertising written by Joyce Marie Wolburg and published by . This book was released on 1995 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Grace Desjardins
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (13 download)
Download or read book Appreciation Or Just Representation written by Grace Desjardins and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: As minorities in the United States increasingly represent a larger portion of the population, it is critical that they feel included in advertising. If they are not, marketers run the risk of alienating them. Marketers can attempt to reach consumers by incorporating strategies of in-group bias and accommodation. In order to do so, brands can choose to emphasize varying levels of mainstream and subcultural values. These values can be portrayed through numerous elements of the advertisements. This study breaks down those elements and categorizes commercials according to a perceptual framework. Risks and benefits of these framework strategies are then outlined.
Author : Roxanne Hovland
Publisher : N T C Business Books
ISBN 13 :
Total Pages : 562 pages
Book Rating : 4.F/5 ( download)
Download or read book Advertising in Society written by Roxanne Hovland and published by N T C Business Books. This book was released on 1989 with total page 562 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Amir Hetsroni
Publisher : Bloomsbury Publishing USA
ISBN 13 : 144111503X
Total Pages : 272 pages
Book Rating : 4.4/5 (411 download)
Download or read book Advertising and Reality written by Amir Hetsroni and published by Bloomsbury Publishing USA. This book was released on 2012-11-02 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising and Reality: A Global Study of Representation and Content offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more. This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.
Author : Basil G. Englis
Publisher : Psychology Press
ISBN 13 : 131775977X
Total Pages : 279 pages
Book Rating : 4.3/5 (177 download)
Download or read book Global and Multinational Advertising written by Basil G. Englis and published by Psychology Press. This book was released on 2013-11-19 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.
Author : Maria Angela Polesana
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527538087
Total Pages : 117 pages
Book Rating : 4.5/5 (275 download)
Download or read book Advertising, Values and Social Change written by Maria Angela Polesana and published by Cambridge Scholars Publishing. This book was released on 2019-08-06 with total page 117 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a snapshot of the major social, cultural and economic changes that have taken place in the contemporary consumer society following the global financial crisis of 2008. It discusses brands, consumption patterns and advertising, and highlights their symbolic component. Markets are conversations, as the Cluetrain Manifesto pointed out as early as 2000, and this is all the more so today in our increasingly digitalized society. Advertising, therefore, needs to attune products to the most interesting conversations, those that are consistent with the new sensibility of the individual, identifying the languages which reflect most closely the new values and which are most useful for effective storytelling. The analysis here focuses on Italian advertising, but the language categories described are in tune with the new Zeitgeist, which, faced with the challenge of climate change and the crisis of unlimited economic growth, demands a more informed and responsible approach to consumption globally. The book is, therefore, useful for those working in corporate communication, advertising agencies, universities and Italian cultural organizations.
Author : Michael Seaman
Publisher :
ISBN 13 :
Total Pages : 58 pages
Book Rating : 4.:/5 (867 download)
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:
Author : Eli Garcia
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (573 download)
Download or read book The Effects of Cultural Values on International Advertising Effectiveness written by Eli Garcia and published by . This book was released on 2004 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Wolfgang Donsbach
Publisher : John Wiley & Sons
ISBN 13 : 1118789237
Total Pages : 706 pages
Book Rating : 4.1/5 (187 download)
Download or read book The Concise Encyclopedia of Communication written by Wolfgang Donsbach and published by John Wiley & Sons. This book was released on 2015-02-03 with total page 706 pages. Available in PDF, EPUB and Kindle. Book excerpt: This concise volume presents key concepts and entries from the twelve-volume ICA International Encyclopedia of Communication (2008), condensing leading scholarship into a practical and valuable single volume. Based on the definitive twelve-volume IEC, this new concise edition presents key concepts and the most relevant headwords of communication science in an A-Z format in an up-to-date manner Jointly published with the International Communication Association (ICA), the leading academic association of the discipline in the world Represents the best and most up-to-date international research in this dynamic and interdisciplinary field Contributions come from hundreds of authors who represent excellence in their respective fields An affordable volume available in print or online
