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The Validity of Cultural Dimensions in the Development Process of International Advertising
Högskolan Kristianstad, Institutionen för ekonomi.
Högskolan Kristianstad, Institutionen för ekonomi.
2006 (Engelska)Självständigt arbete på grundnivå (kandidatexamen)Studentuppsats (Examensarbete)
Abstract [en]

Culture drives how people communicate and what they communicate. In addition,

culture influences the people’s perception of advertisements. Understanding the

consequences of cultural differences is, therefore, crucial for marketing and

advertising people when it comes to the development of international advertising.

The main purpose of this dissertation was to investigate the approach of

advertising agencies towards cultural differences during the development process

of international advertising. Furthermore, the authors wanted to find out, if

advertising agencies know and apply the cultural theories of Geert Hofstede and

Edward T. Hall during this process, and whether it would be possible to expand

their cultural theories by using the insights gained from the practical work of the

agencies. In order to answer this paper’s research questions, four interviews with

account managers and CEOs in three advertising agencies were conducted and

documentary data were collected. Based on the research findings, one can

conclude that even though advertising agencies are constantly aware of cultural

differences during their development process, there is no structural knowledge or

a structured approach to it. Furthermore, the cultural dimensions of Hofstede and

Hall or any other scientist are not known to the agencies and also not applied, as

they are for various reasons not regarded as supportive and useful guidelines for

the development of suitable ads for culturally different target groups. In addition,

the authors have learned that culture is not a dominating issue during the

development process of international advertising. Thus, instead of adding further

cultural dimensions to the existent theories, a model was developed which

depicts the influencing factors on international advertising and puts cultural

considerations in relation to them.

Keywords: culture, cultural dimensions, advertising, advertising agencies

Ort, förlag, år, upplaga, sidor
2006.
Nationell ämneskategori
Juridik
Identifikatorer
URN: urn:nbn:se:hkr:diva-4245Lokalt ID: oai:eprints.bibl.hkr.se.oai2:1663OAI: oai:DiVA.org:hkr-4245DiVA, id: diva2:230704
Uppsök
samhälle/juridik
Tillgänglig från: 2006-12-01 Skapad: 2006-12-01 Senast uppdaterad: 2007-07-23

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