Advertising in Czech and French Magazines

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Advertising in Czech and French Magazines

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, whic

Název v anglickém jazyce

Advertising in Czech and French Magazines

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, whic

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2007

Kód důvěrnosti údajů

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

Název periodika

Journal of Euromarketing-

ISSN

1049-6483

e-ISSN

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Svazek periodika

16

Číslo periodika v rámci svazku

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Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

15

Strana od-do

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Kód UT WoS článku

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EID výsledku v databázi Scopus

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