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

Kód výsledku v 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>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

GA - Zemědělská ekonomie

OECD FORD obor

—

Projekt

<a href="/cs/project/QF3200" target="_blank" >QF3200: Expertní systém pro podporu rozhodování při řízení technologických a pracovních procesů a jejich optimalizaci při platnosti legislativy EU</a><br>

Návaznosti

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

Rok uplatnění

2005

Kód důvěrnosti údajů

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

Název statě ve sborníku

Marketing and Business Strategies for Central and Eastern Europe

ISBN

3-9502045-3-9

ISSN

—

e-ISSN

—

Počet stran výsledku

17

Strana od-do

20-36

Název nakladatele

Institute of International Business and Business Administration

Místo vydání

Vienna

Místo konání akce

Vienna

Datum konání akce

1. 12. 2005

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—