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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.
Type
journal article - other
Language
English
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.
Keywords
cross-culture advertising, national culture, cultural dimensions/dilemmas, cultural knowledge, France, United Kingdom, United States of America
Authors
Released
1. 7. 2015
Publisher
NEWTON College, a. s.
Location
Praha
ISBN
1801-7118
Periodical
Scientia&Societas
Year of study
XI
Number
2
State
Czech Republic
Pages from
166
Pages to
175
Pages count
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" }