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Cultural Differences In Television Advertising Part 3
Cultural Differences In Television Advertising Part 3 VALUES AND APPEALS 1) a. Kotler (1997) He differentiates three different types of appeals: rational appeals, He classifies rational appeals as “appealing to the audience’s self interest”. Typically they refer to the quality, value or performance of the product. emotional appeals Emotional
Cultural Differences In Television Advertising Part 6
Cultural Differences In Television Advertising Part 6 1. Communication and Culture 1) “Culture is a fuzzy set of attitudes, beliefs, behavioural norms and basic assumptions and values that are shared by a group of people, and that influence each member’s behaviour and his/her interpretations of the meaning of other
Cultural Differences in Television Advertising Part 7
Cultural Differences in Television Advertising Part 7 Sociological research 1) Sociological research is mainly interested in examining a certain aspect of social life, as it is portrayed in advertising in two or more countries. Often, this type of research tries to characterise a culture’s (or country’s) social attitudes towards
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