Cultural differences in advertising and their influence on advertising attractiveness

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dc.contributor.advisorAtkinson, Lucindaen
dc.contributor.committeeMemberMackert, Michaelen
dc.creatorBasenko, Evgeniyaen
dc.date.accessioned2012-06-11T16:45:41Zen
dc.date.accessioned2017-05-11T22:25:03Z
dc.date.available2012-06-11T16:45:41Zen
dc.date.available2017-05-11T22:25:03Z
dc.date.issued2012-05en
dc.date.submittedMay 2012en
dc.date.updated2012-06-11T16:46:18Zen
dc.descriptiontexten
dc.description.abstractThis 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.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifier.slug2152/ETD-UT-2012-05-5763en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2012-05-5763en
dc.language.isoengen
dc.subjectCross-cultural advertisingen
dc.subjectBeeren
dc.subjectCultural valuesen
dc.subjectRussiaen
dc.subjectthe United Statesen
dc.titleCultural differences in advertising and their influence on advertising attractivenessen
dc.type.genrethesisen

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