Download or read book Cross cultural Values and Attitudes Towards Sexual Content in Advertisements written by Hsiao-chi Ho and published by . This book was released on 2015 with total page 144 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 Comparison of attitudes toward sex appeal ads between Korean and American students written by In-Jin Kim and published by . This book was released on 1992 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Sexual Imagery Attitudes in Advertising written by Kevin Ann Kelsmark and published by VDM Publishing. This book was released on 2008 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is one of the most powerful tools in which society can incorporate their culture and beliefs. What impact does advertising have on consumer attitudes, beliefs and behaviors? Researchers have found information presented in ads tends to be accepted as true facts without question; that it molds consumers' social reality and how manipulative the use of how 'sex sells' in our society is. There seems to be a gap in today's research in that there are limited studies on minorities' attitudes toward ads, particularly on how Hispanics feel about the sexual imagery in ads and it appears to be a supported area of future research interest. Cultures' attitudes can influence many buyer behavior decisions, as well as advertising and marketing strategies. These attitudes, which are influenced by advertisements, are important to marketing managers as they may predict consumer intentions and buying behavior. Research has shown that favorable attitudes best help consumers decide which product will satisfy their specific need. Information on attitude responses to ads is crucial for advertising companies to secure better access to the $700 billion buying power of the Hispanic market, which is projected to grow to $1 trillion, an increase of 8.2% per year by the year 2010. Census population projections predict Hispanics will become the largest consumer segment by the year 2012, accounting for almost one in five Americans. It is important for marketers to know how the Hispanic segment feels so they can better direct their marketing communications to this target market that is projected to be the largest consumer population in the next few years. Consequently, this book represents an investigation of a cross-cultural analysis of the differences between Hispanic and non-Hispanic attitudes' toward sexual images viewed in print ads.

Download or read book Cross Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Download or read book Attitude Toward Nudity and Advertising in General Through the Mediation of Offensiveness and Moderation of Cultural Values written by Afia Khalid and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Considering the ever-increasing trend of utilizing nudity content in marketing, this study investigates whether consumers' nudity attitudes modify their attitudes toward advertising in general (AAG) and also tests the mediation of offensiveness in this path. In addition, the study also tests the boundary condition of two cultural values (conservation and openness to change) on the relationship between nudity attitude and offensiveness. A cross-sectional, online survey was used to collect primary data from consumers of Pakistan and the USA (n=311). The analysis through SPSS and PROCESS techniques confirm that offensiveness mediates the relationship between nudity attitudes and AAG. The moderating roles of conservation and openness are also supported. Cultural sensitivity towards nudity has a profound impact on advertising effectiveness and thereby successful advertisements based on nudity in one culture may fail to deliver in another because consumers develop negative AAG. The results suggest that no matter how global the brand may be, a standardized global advertising approach may not work. Therefore, advertisers should not use nudity appeals that may offend consumers in some regions and must consider cultural values when creating advertisements.

Download or read book Sex in Advertising written by Tom Reichert and published by Routledge. This book was released on 2014-04-04 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: A volume of scholarly research & viewpoints on how sexual appeals function in the current advertising environment. Offers answers as to why the use of sex is so prevalent. For scholars & students in advertising, media studies, mass comm, rhetoric.

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.

Download or read book Diversity in Advertising written by Jerome D. Williams and published by Psychology Press. This book was released on 2004-04-13 with total page 483 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.

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 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

Download or read book Learning to Sell Sex ism written by Aileen O'Driscoll and published by Springer. This book was released on 2018-10-29 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducing stereotypical and sexist content emanating from the industry. Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.

Download or read book Contemporary Euromarketing written by Jorma Larimo and published by Routledge. This book was released on 2018-10-24 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover how European firms operate in the global marketplace Contemporary Euromarketing examines the strategies of small and medium-sized firms that sell their products and services in international markets, with a special focus on international new ventures (INV) and born globals (BG). Academics and researchers working in Finland, Spain, Denmark, Italy, France, Portugal, and the Czech Republic analyze both outward and inward types of operations, foreign sourcing, and foreign partner selection. The book also addresses international counterfeiting and the impact of culture on advertising related issues. Contemporary Euromarketing includes results of surveys and interviews with more than 1,000 European companies and case studies of software firms, export circles, and print media to present analytical insights on the internal and external aspect of marketing in the European Union. This unique book examines the vital issues facing European markets and marketing systems in dealing with global economics, including inter- and intra-trade activities, export behavior, marketing strategies and practices, marketing implications of strategic alliances, public sector marketing, comparative marketing systems, buyer-seller interactions, and business customs and practices among European countries. Topics examined in Contemporary Euromarketing include: a conceptual growth model with typical starting points, pathways, and outcomes of international growth whether partner commitment to export cooperation leads to a higher degree of success differences in international development of INVs and how/why differences are manifested the relationship between export intensity and different types of performance by structural equation modeling (SEM) analysis description of the stages of the internationalization process and its link to performance international sourcing as an entrepreneurial act the relationship between partner selection and international joint venture (IJV) performance differences and similarities between magazine advertisements in France and the Czech Republic the effects of provocative advertising imagery on consumers’ attitudes toward product factors that attract international counterfeiting to the European Union and much more! Contemporary Euromarketing is an essential resource for practitioners, academics, and policymakers involved in the European Union’s growing role in the global marketplace.

Download or read book Media and the Sexualization of Childhood written by Barrie Gunter and published by Routledge. This book was released on 2014-04-29 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: Media and the Sexualization of Childhood examines the on-going debates surrounding the prominence of sexual themes in children’s lives, from clothes and accessories, toys and games, to music, entertainment media, advertising, and new media platforms. Parents, educators and politicians around the developed world have raised concerns about the effects all these experiences can have on the socialisation and psychological development of children and the extent to which the premature introduction of sexuality into their lives can place them at risk of unwanted attention. This book explores these issues using an evidence based approach that draws on research findings from around the world, representing the most comprehensive single account of the field. The book will be invaluable to students studying topics surrounding children and the media and childhood studies, as well as students of communication, media, cultural studies, sociology, psychology and health science.

Download or read book Sex in advertising written by Brigitte Barbara Werner and published by . This book was released on 1989 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Investigating the Use of Sex in Media Promotion and Advertising written by Tom Reichert and published by Routledge. This book was released on 2019-01-15 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: The latest scholarship on one of today’s most pressing issues Today, it is obvious that sexual content is a prevalent aspect of the media and that the intensity of this content has increased in recent years. Less obvious, however, are the direct effects the strategic use of sexual content has on audiences. Investigating the Use of Sex in Media Promotion and Advertising presents the latest scholarship on the role of sex in the most common media outlets—television programming, radio “shock jocks,” music videos, magazines, and advertising. The eye-opening contributions from over a dozen recognized experts in the field provide useful empirical evidence on media-conveyed sexual stimuli and look toward moving the public dialogue on sex in the media further along. Often, opinions regarding sex in the media have little or no scientific grounding and even when scientific-grounded arguments are offered, they suffer from wide gaps in research-based knowledge. Investigating the Use of Sex in Media Promotion and Advertising is the important compilation that fills these knowledge gaps. In delving into this pressing issue, it not only offers timely findings that provide an indication of the nature, prevalence, and effects of sexual information when used as a promotional tool, but suggests new directions for the study of sex and media as well. This informative text is also extensively referenced and features numerous tables to clearly present research data. Chapters in Investigating the Use of Sex in Media Promotion and Advertising examine: the nature and extent of sexually appealing newscasters primarily on cable news programs commentary and camera angles of women’s sporting events in the 2004 Summer Olympic Games the efficacy of both sexual content and sexual self-schema on consumers’ attitudes toward promotional announcements, advertised programs, viewing intention, and self-reported arousal the history and content analysis of “shock jock” radio like the Howard Stern and the Bob & Tom shows the relationship among sexual content in music videos, viewer enjoyment, and actual product purchase intention Maxim magazine’s cover formula and the competitive response from other men’s lifestyle magazines the efficacy of men’s magazines’ sexual cover models on consumer outcome variables, including interest and purchase intention an international perspective of nudity in advertising in magazines versus on television a case study of the sexual appeals used in several billboard ads for the Hard Rock Hotel and Casino in Las Vegas and much more! Filled with insightful and groundbreaking information, Investigating the Use of Sex in Media Promotion and Advertising is a vital resource for advertising and media professionals as well as educators and upper-level and graduate students in media, communications, and advertising programs.

Download or read book A Comparative Study of Sex Role Portrayals in Magazine Advertisements Between Korea and the United States written by Haewon Cho and published by . This book was released on 1993 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Sex roles are one facet of cultural characteristics which reflect the norms of a particular society. Culture has a profound effect on people's ways of life, values, and behavior. Cultural characteristics are considered to be particularly important in advertising since advertising tends to reproduce these characteristics in idealized form (Hong, Mudderrisoglu, and Zinkhan, 1987). Recently, cross-cultural researchers were concerned about the content of advertisements and analyzed how cultural differences would be presented in advertising. Many studies support a thesis that cross-cultural differences are reflected in different advertising appeals (Hornick, 1980; Unwin, 1974; Madden, Caballero and Matsukubo, 1986; Hong, Muderrisoglu and Zinkhan, 1987; Mueller, 1987; Tse, Belk and Zhou, 1989; Tansey, Hyman, and Zinkhan, 1990). Therefore, a knowledge of the impact of culture on advertising is critical in international advertising. This study attempts to determine how different sex roles from different cultures are treated in advertising. Content analysis is employed in order to compare the current status of sex role portrayals in magazine advertisements from the United States and Korea. Since the U.S. and Korea have different sex role concepts that reflect different cultures, it is expected that these different roles between the two countries are also reflected in advertising. This cross-cultural study will examine how the cultures of two societies influence portrayals of sex roles in advertising. In addition, this cross-cultural study will help us to understand cultural differences that often function as boundaries in international advertising (Cole and Bruner, 1971)"--Leaves 2-3