publication . Article . 2003

Advertising styles in different cultures

Krasulja Nevena;
Open Access English
  • Published: 01 Jan 2003 Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364, Copyright policy)
  • Publisher: Srpsko udruženje za marketing
Abstract
Modern consumer is inhabitant of a "Global Village" as well as of its own national culture which largely influences his creation of a system of values, beliefs and style of life in general. According to adopted values and styles, consumers from different cultures have different buying behavior, different needs and preferences related to a product and they have their favorite advertising styles. As advertising reflects culture, symbols and rituals which are used are even more emphasized and strengthen cultural values, which are then used as a strong advertising style characteristic. Global advertisers are increasingly faced with different environment meaning. A f...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: Marketing. Distribution of products, HF5410-5417.5
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