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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dc.contributor.advisor Atkinson, Lucinda
dc.creator Basenko, Evgeniya
dc.date.accessioned 2012-06-11T16:45:41Z
dc.date.available 2012-06-11T16:45:41Z
dc.date.created 2012-05
dc.date.issued 2012-06-11
dc.date.submitted May 2012
dc.identifier.uri http://hdl.handle.net/2152/ETD-UT-2012-05-5763
dc.description.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.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.subject Cross-cultural advertising
dc.subject Beer
dc.subject Cultural values
dc.subject Russia
dc.subject the United States
dc.title Cultural differences in advertising and their influence on advertising attractiveness
dc.date.updated 2012-06-11T16:46:18Z
dc.identifier.slug 2152/ETD-UT-2012-05-5763
dc.contributor.committeeMember Mackert, Michael
dc.description.department Advertising
dc.type.genre thesis
dc.type.material text
thesis.degree.department Advertising
thesis.degree.discipline Advertising
thesis.degree.grantor University of Texas at Austin
thesis.degree.level Masters
thesis.degree.name Master of Arts

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