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:

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:

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.

Download or read book Cultural Reflections and the Role of Advertising in the Socio economic and National Development of Nigeria written by Emmanuel C. Alozie and published by Edwin Mellen Press. This book was released on 2005 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study focuses on the role of advertising in the process of social mobilization and modernization in Nigeria by examining the cultural reflections, the nature and characteristics of the messages, and the values and symbols conveyed in Nigerian mass media advertisements. In this remarkable study, Emmanuel C. Alozie has attempted to explore the role of advertising in the national and economic development of Nigeria. Examining this role through a combination of quantitative content analysis and critical cultural methods, he has pursued a number of basic research questions. For example, one question asks: what proportion of the advertisements in Nigerian mass media is directed to business entities as opposed to ordinary consumers? The answer he provides presents an interesting perspective on advertising's role. His research also found that most ads were product related, and less than a third of the ads were related to service, one indication of the relative underdevelopment of the economy. Ads also promoted largely nonessential products and services to the tune of 65 per cent. developing country like Nigeria, the multitiered government agencies would provide a major share of the media advertising. In reality, only a tiny proportion (about 5 per cent) actually came from government sources, the rest of the advertising was provided by the national and multinational corporations. Alozie also found that Nigerian sponsors tend to promote goods of foreign origin over those of Nigerian derivative. Overall, he found that less than half the products and services advertised (42 per cent) were of Nigerian origin, with much of the products nonessential in nature. Advertising messages with embedded appeals have the potential of manipulating consumers, and promoting unproductive consumption habits among consumers in a situation of scarcity. Therefore, the appeals that are used in the advertising content become an important issue in a developing nation like Nigeria. Alozie did not find extensive use of the image, youth and sex appeals in the ads so prevalent in the West, even though some of these appeals were found to have crept into the content. primary selling point. In addition, emphasis was on savings, family and safety for products regardless of whether the ads featured high involvement or low involvement products and services. For decades, policy makers in the developing world have debated the need for using mass media for human-resource moralization by emphasizing developmental themes. To what extent Nigerian ads contain developmental themes is a question Alozie explores. He finds that some ads do contain developmental themes, such as, savings, self-development, modernization, investment, hard work, competition, etc. These themes, however, appear rather infrequently. Financial institutions emphasize developmental themes, while manufacturing enterprises do not. The author underscores the need for the government to encourage private and public corporations to include developmental themes in their advertising messages to promote individual as well as communal or collective interests. messages, the author draws some broad conclusions that provide significant insight into Nigeria's prevailing advertising scene. For example, he concludes that the degree of information on products and services available in the country is inadequate because of low-level advertising. Even though developmental themes are employed in advertising messages, the sparcity of their use is not likely to promote national development. Broadcast advertisements are more democratic than those in the print media primarily because they promote products and services more affordable to the average consumer. In general, consumer products advertised in Nigeria are frequently of foreign origin and, therefore, they are targeted to the elite who can afford the expensive nonessential products. The author recognizes the value and need for advertising that can disseminate not only beneficial information about products and services, but can also serve as an effective tool in government's hands to promote information on significant social and developmental issues and policies that will affect the public. scholars and researchers have contributed to the sizeable existing literature on development, few have examined advertising as a meaningful means of communication for developmental messages and values. Through his study, Alozie has attempted to fill this void. Students and scholars with an interest in the media of developing nations will find the articulation of the various theories concerning socio-economic development quite stimulating. But more importantly, by answering a range of significant questions about the nature and types of advertising messages published or aired in the Nigerian mass media, discussing what themes and values they contain, and how relevant they are or influence the developmental goals of the nation, the author offers a study that is useful, insightful and rewarding.

Download or read book Journalism Mass Communication Abstracts written by and published by . This book was released on 1994 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt:

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.

Download or read book Dissertation Abstracts International written by and published by . This book was released on 2005 with total page 540 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book A Cross cultural Study of Humor based Advertisements written by Liang Huang and published by . This book was released on 2009 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advances in Advertising Research Vol III written by Tobias Langner and published by Springer Science & Business Media. This book was released on 2012-08-23 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

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.

Download or read book Advertising and Popular Culture written by Sammy Richard Danna and published by Popular Press. This book was released on 1992 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Subliminal perception debunked, senior citizen advertising comes of age, Mona Lisa goes commercial, and male ad image changes are questioned! These and a host of other insightful, informative essays comprise this volume. Numerous advertising and marketing scholars united to bring the reader some of their most instructive, stimulating and entertaining works." "Advertising today, more than ever, is a field filled with change, challenge, and controversy. For about a decade, the Popular Culture Association's Advertising Area has proved to be a forum for a variety of topics that highlight advertising's impact on culture and society. This volume stems from a proposal to collect into a book some of the papers presented at PCA Conferences in the Advertising Area from 1985-1989. Authors represent a variety of interests and research areas." "While original plans did not call for any specific topic divisions in this volume, the articles do present variety, though somewhat loosely categorized. In general, these categories fall under the broad umbrella of popular culture studies. Besides the familiar historical and critical presentations, articles of controversy and interest are included, such as the one on subliminal advertising. Some of these articles attempt to debunk previously written pieces and serve as a stepping stone to much further discussion." "All-in-all, you will find something to amuse, amaze, inform and stimulate in this volume of advertising variety and versatility."--BOOK JACKET.

Download or read book American Doctoral Dissertations written by and published by . This book was released on 1995 with total page 896 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book An Analysis of the Cultural Values Presented in Three Television Commercials written by Maureen Cecile Brennan and published by . This book was released on 1988 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: Examination of commercials by Diet Pepsi, Audi automobile, and Chevrolet - Beretta automobile.

Download or read book Advertising and Popular Culture written by Jib Fowles and published by SAGE. This book was released on 1996-01-23 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is it possible that consumers exploit advertising even more so than advertising exploits and influences our culture? Author Jib Fowles argues that consumers look to advertising to provide them with images that can assist them in negotiating the personal dilemmas of advanced industrial life. Advertising and Popular Culture is the first comprehensive text to provide a balanced analysis of advertising and its companion, the popular culture, conveyed through the mass media. Reflecting current theories, this thoughtful critique uses excerpts from advertising campaigns to illustrate how modern advertising both draws from and contributes to popular culture. Fowles traces the role of advertising in our culture from its evolution as part of the culture of mass consumption in the late 19th century, the development of advertising agencies, and the creation of a consumer culture to an exploration of the major themes of American advertising. Advertising and Popular Culture represents a fresh and fully elaborated conceptualization of the services that advertising and popular culture provide. This text will be a vital tool in departments and schools of advertising, journalism, and communication where increasing emphasis is being placed on studying the cultural significance of advertising.

Download or read book Consumer Behaviour written by Leon Schiffman and published by Pearson Higher Education AU. This book was released on 2013-10-15 with total page 729 pages. Available in PDF, EPUB and Kindle. Book excerpt: A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.

Download or read book AEJMC News written by and published by . This book was released on 2004 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt:

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