Browsing by Subject "Beer"
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Item Cultural differences in advertising and their influence on advertising attractiveness(2012-05) Basenko, Evgeniya; Atkinson, Lucinda; Mackert, MichaelThis study compares the cultural values that manifest themselves in beer-centered television advertisements in Russia and in the United States. The study intends to give an exploratory overview of the main appeals employed in the advertisements and discusses the observed differences and similarities found within. The purpose of my research is to discover whether the more culturally congruent advertisements are more attractive to the consumers than advertisements with unique foreign values. Individual values are taken into consideration. Lists of most common advertising appeals have been identified. The findings are not generalizable to report a significant positive relationship between cultural congruency and advertising effectiveness. However, the study provides rigorous description of a few cases offering deep insight for possible advertising strategies in multicultural advertising environments.Item That which is brewed : an etymology of Germanic words for 'beer'(2015-05) Sartin, Tavis Brelsford; Pierce, Marc; Boas, HansEtymological scholarship on 'beer' has progressed to a point where one of two etymologies appears possible: either (1) a native, Germanic etymology or (2) a contact etymology from Latin. With no new empirical data available, scholars such as Fell (1975), Polomé (1996), and Murphy (1999) have moved beyond strictly linguistic factors in order to argue for one etymology over the other. What follows is a similar approach to the etymology of 'beer'. This paper similarly moves beyond the linguistic data to include historical, archeological, as well as cultural data in order to argue for a native, Germanic etymology. Unlike the previously mentioned scholars, however, this paper presents a new linguistic interpretation through which 'beer' (as well as other debatable etymologies) may be viewed: the Product-Process relationship.