How does culture influence TV advertising in the case of: France, Germany and Sweden? 2004 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

Although France, Germany and Sweden have similarities concerning their economical development, standard of living and are all members of the European Union, TV advertising in these countries still differs. The aim of our thesis is to find out to what extent cultural particularities are reflected in the advertising in each country. In order to understand on how we consider culture and advertising, the second and third chapter of this thesis provide a theoretical framework with analys of definitions on culture and international advertising in relation to our topic. The theory is followed by an empirical study with comparisons of advertisements in France, Germany and Sweden, which have been observed and analysed with before developed key criteria. These findings lead to a combination of the empirical study with the theoretical base, with analysing the cultural influences on TV advertising.

Place, publisher, year, edition, pages

2004.

Keywords [en]

Cross culture TV advertising, France, Germany, Sweden

Identifiers

URN: urn:nbn:se:hh:diva-11760Local ID: U10789OAI: oai:DiVA.org:hh-11760DiVA, id: diva2:366896

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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School of Business and Engineering (SET)

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