Advertising across cultural borders

Business & Finance, Management & Leadership, Management
Cover of the book Advertising across cultural borders by Bianca Bischoff, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Bianca Bischoff ISBN: 9783638626514
Publisher: GRIN Publishing Publication: March 25, 2007
Imprint: GRIN Publishing Language: English
Author: Bianca Bischoff
ISBN: 9783638626514
Publisher: GRIN Publishing
Publication: March 25, 2007
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2006 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, Nürtingen University, 18 entries in the bibliography, language: English, abstract: When someone goes to another country and turns on the television or the radio or opens a magazine, he will find advertising which is different in comparison to what he is familiar with. One can learn a lot about the country and its culture if he looks close enough at their advertisements. As Jean-Marie Dru in his book 'Disruption' says 'Nothing reflects a country and age better than its advertising.' (Tretyak, 2001, p. 185). One can find these differences not just in advertisings of local companies; they are also in advertisings of international companies. A good example is the commercial for the new VW Golf GTI. In Germany it is shown as a car for men who want to have a 'cool' car. Here the focus is either on the experience older men already had with the former GTI or on the horse power of that car. When watching the commercial in the United States this is different. They have several drafts but all are very similar. A German engineer says that it is the time to 'unpimp' the car of a young man which is damaged at the same time. Then the Golf GTI is shown. It is still presented as a 'cool' and pimped car but which is already pimped when it is bought, so it does not need any aftermarket tuning. The last sentence of the engineer is 'VW, German engineer in the house' with a strong German accent. So they also use the popular German engineering for their commercial and show the Volkswagen Group as a young company by choosing the way they speak. Here the focus is on young men who like to drive pimped cars.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2006 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, Nürtingen University, 18 entries in the bibliography, language: English, abstract: When someone goes to another country and turns on the television or the radio or opens a magazine, he will find advertising which is different in comparison to what he is familiar with. One can learn a lot about the country and its culture if he looks close enough at their advertisements. As Jean-Marie Dru in his book 'Disruption' says 'Nothing reflects a country and age better than its advertising.' (Tretyak, 2001, p. 185). One can find these differences not just in advertisings of local companies; they are also in advertisings of international companies. A good example is the commercial for the new VW Golf GTI. In Germany it is shown as a car for men who want to have a 'cool' car. Here the focus is either on the experience older men already had with the former GTI or on the horse power of that car. When watching the commercial in the United States this is different. They have several drafts but all are very similar. A German engineer says that it is the time to 'unpimp' the car of a young man which is damaged at the same time. Then the Golf GTI is shown. It is still presented as a 'cool' and pimped car but which is already pimped when it is bought, so it does not need any aftermarket tuning. The last sentence of the engineer is 'VW, German engineer in the house' with a strong German accent. So they also use the popular German engineering for their commercial and show the Volkswagen Group as a young company by choosing the way they speak. Here the focus is on young men who like to drive pimped cars.

More books from GRIN Publishing

Cover of the book Committees of inquiry in the austrian parliamentarian system by Bianca Bischoff
Cover of the book The american dream and the american nightmare in literature by William D. Howells and Henry James by Bianca Bischoff
Cover of the book Intercultural communication as a strategy of global marketing by Bianca Bischoff
Cover of the book The Third Crusade and its impact on England by Bianca Bischoff
Cover of the book The Dynamics, Magnitude and Scope of MRSA Health Care Associated Infection Concomitant with the Politics in the NHS on the Health Act 2006 by Bianca Bischoff
Cover of the book Thomas Hobbes and his concept of the natural state by Bianca Bischoff
Cover of the book Wozu Sportunterricht? Ein Versuch der Legitimation by Bianca Bischoff
Cover of the book The Consulting Process: A Management Perspective by Bianca Bischoff
Cover of the book Orwell's Oceania and the U.S.A. after September 11: Will Fiction Become Fact? by Bianca Bischoff
Cover of the book To what extent has Barcelona become a model of urban transformation for other cities in Europe and even globally and why might this be the case? by Bianca Bischoff
Cover of the book Definition of brand preferences by means of the Limbic® Tool by Bianca Bischoff
Cover of the book Foreign Trade Policy and Growth: A Comparison of Mexico and Costa Rica by Bianca Bischoff
Cover of the book Traffic Planning in China - Need for and possibility of integrated traffic planning in the People's Republic of China by Bianca Bischoff
Cover of the book Energy Conservation in Cambodia and ASEAN by Bianca Bischoff
Cover of the book Über die Gleichheit und die Ungleichheit der Frau in islamischen Schriften by Bianca Bischoff
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy