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Intercultural Communication, Globalisation and Advertising
Sebastian Plappert
其他書名
The Influence of Culture in Global Advertising Campaigns
出版GRIN Verlag, 2010-07
主題Business & Economics / Sales & Selling / GeneralLanguage Arts & Disciplines / Communication Studies
ISBN36406642809783640664283
URLhttp://books.google.com.hk/books?id=PWZp4Y2TdzoC&hl=&source=gbs_api
EBookSAMPLE
註釋Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction, Macquarie University, course: ICOM 821 Intercultural Communication, language: English, abstract: This paper argues that advertising standardisation is only possible when cultures overlap. For this reason, the term of culture has to be captured and defined, before globalisation and its effect on advertising is considered. Then, the paper will investigate how advertising communicates across cultures and point out chances and flaws of Hall's and especially Hofstede's approach. By reviewing localised and standardised advertising, finally, a hybrid advertising strategy will be suggested.