Detail publikace

Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.

NAVRÁTILOVÁ, L.

Originální název

Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.

Typ

článek v časopise - ostatní, Jost

Jazyk

angličtina

Originální abstrakt

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.

Klíčová slova

cross-culture advertising, national culture, cultural dimensions/dilemmas, cultural knowledge, France, United Kingdom, United States of America

Autoři

NAVRÁTILOVÁ, L.

Vydáno

1. 7. 2015

Nakladatel

NEWTON College, a. s.

Místo

Praha

ISSN

1801-7118

Periodikum

Scientia&Societas

Ročník

XI

Číslo

2

Stát

Česká republika

Strany od

166

Strany do

175

Strany počet

10

URL

http://www.sets.cz

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.",
  journal="Scientia&Societas",
  year="2015",
  volume="XI",
  number="2",
  pages="166--175",
  issn="1801-7118",
  url="http://www.sets.cz"
}