Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU114667" target="_blank" >RIV/00216305:26510/15:PU114667 - isvavai.cz</a>

Result on the web

<a href="http://www.sets.cz" target="_blank" >http://www.sets.cz</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.

Original language description

The paper deals with various approaches of cross-culture advertising in different culture environments. The aim of the paper is to compare national advertising style especially in the selected countries of Europe (France and the United Kingdom) and the United States of America. Does some cultural proximity mean that the same advertising pattern can be used also for other country and where are the limits or opportunities for advertisers/companies? Citation analysis is performed on base of secondary research of recent scientifi c articles published in major marketing and business journals for last years and theoretical background published in key literature in these areas. The paper is based on different methodology of Geert Hofstede, Marieke de Mooij and Fons Trompenaars.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Scientia&Societas

ISSN

1801-7118

e-ISSN

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Volume of the periodical

XI

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

10

Pages from-to

166-175

UT code for WoS article

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EID of the result in the Scopus database

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