publication . Article . 2011

Cross-cultural advertising

Пурчельянова, Н. Ю.;
Open Access Russian
  • Published: 01 Jan 2011
  • Publisher: БГУ
  • Country: Belarus
Abstract
The essence of successful advertising is to convince people that a product is meant for them. By purchasing it, they will receive some benefit (lifestyle, status, convenience, etc.). However, when an advertising campaign is taken abroad different values as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acquired.
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: :ОБЩЕСТВЕННЫЕ НАУКИ::Экономика и экономические науки [ЭБ БГУ]
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