Advertising in Czech and French Magazines

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F07%3A19835" target="_blank" >RIV/60460709:41110/07:19835 - 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

Advertising in Czech and French Magazines

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, whic

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

2007

Confidentiality

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

Name of the periodical

Journal of Euromarketing-

ISSN

1049-6483

e-ISSN

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Volume of the periodical

16

Issue of the periodical within the volume

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Country of publishing house

US - UNITED STATES

Number of pages

15

Pages from-to

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UT code for WoS article

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EID of the result in the Scopus database

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