Cultural differences in advertising and their influence on advertising attractiveness

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Cultural differences in advertising and their influence on advertising attractiveness

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Title: Cultural differences in advertising and their influence on advertising attractiveness
Author: Basenko, Evgeniya
Abstract: This study compares the cultural values that manifest themselves in beer-centered television advertisements in Russia and in the United States. The study intends to give an exploratory overview of the main appeals employed in the advertisements and discusses the observed differences and similarities found within. The purpose of my research is to discover whether the more culturally congruent advertisements are more attractive to the consumers than advertisements with unique foreign values. Individual values are taken into consideration. Lists of most common advertising appeals have been identified. The findings are not generalizable to report a significant positive relationship between cultural congruency and advertising effectiveness. However, the study provides rigorous description of a few cases offering deep insight for possible advertising strategies in multicultural advertising environments.
Department: Advertising
Subject: Cross-cultural advertising Beer Cultural values Russia the United States
URI: http://hdl.handle.net/2152/ETD-UT-2012-05-5763
Date: 2012-05

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