Publication detail
Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.
NAVRÁTILOVÁ, L.
Original Title
Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.
English Title
Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.
Type
journal article - other
Language
en
Original Abstract
The paper deals with various approaches of cross-culture advertising in different culture environments. The aim of the paper is to compare national advertising style especially in the selected countries of Europe (France and the United Kingdom) and the United States of America. Does some cultural proximity mean that the same advertising pattern can be used also for other country and where are the limits or opportunities for advertisers/companies? Citation analysis is performed on base of secondary research of recent scientifi c articles published in major marketing and business journals for last years and theoretical background published in key literature in these areas. The paper is based on different methodology of Geert Hofstede, Marieke de Mooij and Fons Trompenaars.
English abstract
The paper deals with various approaches of cross-culture advertising in different culture environments. The aim of the paper is to compare national advertising style especially in the selected countries of Europe (France and the United Kingdom) and the United States of America. Does some cultural proximity mean that the same advertising pattern can be used also for other country and where are the limits or opportunities for advertisers/companies? Citation analysis is performed on base of secondary research of recent scientifi c articles published in major marketing and business journals for last years and theoretical background published in key literature in these areas. The paper is based on different methodology of Geert Hofstede, Marieke de Mooij and Fons Trompenaars.
Keywords
cross-culture advertising, national culture, cultural dimensions/dilemmas, cultural knowledge, France, United Kingdom, United States of America
Released
01.07.2015
Publisher
NEWTON College, a. s.
Location
Praha
ISBN
1801-7118
Periodical
Scientia&Societas
Year of study
XI
Number
2
State
CZ
Pages from
166
Pages to
175
Pages count
10
URL
Documents
BibTex
@article{BUT115270,
author="Ludmila {Navrátilová}",
title="Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.",
annote="The paper deals with various approaches of cross-culture advertising in different culture environments. The
aim of the paper is to compare national advertising style especially in the selected countries of Europe
(France and the United Kingdom) and the United States of America. Does some cultural proximity mean
that the same advertising pattern can be used also for other country and where are the limits or opportunities
for advertisers/companies? Citation analysis is performed on base of secondary research of recent scientifi
c articles published in major marketing and business journals for last years and theoretical background
published in key literature in these areas. The paper is based on different methodology of Geert Hofstede,
Marieke de Mooij and Fons Trompenaars.",
address="NEWTON College, a. s.",
chapter="115270",
howpublished="print",
institution="NEWTON College, a. s.",
number="2",
volume="XI",
year="2015",
month="july",
pages="166--175",
publisher="NEWTON College, a. s.",
type="journal article - other"
}