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

Pages from

166

Pages to

175

Pages count

10

URL

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"
}