Printed advertising in the Czech Republic and France: homogeneous or heterogeneous practices?

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F05%3A%23%23%2311177" target="_blank" >RIV/60460709:41110/05:###11177 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Printed advertising in the Czech Republic and France: homogeneous or heterogeneous practices?

Original language description

The aim of this research is to determine the main features in which the Czech and French advertisements are similar and in which they differ, and to further develop the line of work on the content analyses of advertisements (Resnik and Stern, 1977). Thestudy concerns the content analysis of 577 printed advertisements published in the 10 most representative magazines in the Czech Republic and France. The five largest categories of magazines in terms of their focus are represented as follows: women, men,businesses, seniors and juniors. The results show some noticeable divergences in the basic structure and content of advertising, such as the size, the presence of children or elderly people, the number of product features and the indication of prices. Some convergences appear as well, such as the human presence, the use of testimonies and/or celebrities and the mention of the brand only. These results open up new possibilities for future research in order to verify the key factors, which

Czech name

Tištěná reklama v ČR a ve Francii: homogenní nebo heterogenní praktiky?

Czech description

The aim of this research is to determine the main features in which the Czech and French advertisements are similar and in which they differ, and to further develop the line of work on the content analyses of advertisements (Resnik and Stern, 1977). Thestudy concerns the content analysis of 577 printed advertisements published in the 10 most representative magazines in the Czech Republic and France. The five largest categories of magazines in terms of their focus are represented as follows: women, men,businesses, seniors and juniors. The results show some noticeable divergences in the basic structure and content of advertising, such as the size, the presence of children or elderly people, the number of product features and the indication of prices. Some convergences appear as well, such as the human presence, the use of testimonies and/or celebrities and the mention of the brand only. These results open up new possibilities for future research in order to verify the key factors, which

Type

D - Article in proceedings

CEP classification

GA - Agricultural economics

OECD FORD branch

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Project

<a href="/en/project/QF3200" target="_blank" >QF3200: The Expert System for Deciding Support in Technological Working Processes Control and their Optimization by EU legislation validity.</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year

2005

Confidentiality

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

Article name in the collection

Marketing and Business Strategies for Central and Eastern Europe

ISBN

3-9502045-3-9

ISSN

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e-ISSN

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Number of pages

17

Pages from-to

20-36

Publisher name

Institute of International Business and Business Administration

Place of publication

Vienna

Event location

Vienna

Event date

Dec 1, 2005

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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