ABSTRACT - Although content analysis is widely used in cross-cultural advertising research, its applicability in such settings has never been questioned.
We can note three contexts for these documents. First of all, they are selling tools and reflect the business needs of the corporations that pay for them.
Posing the questions about purposes and methods will give us insights into the role of advertising in business.
Second, advertisements are cultural indicators, though distorted ones. Finally, bear in mind that ads emerge from a professional culture of the advertising industry and suggest the aspirations and anxieties of the men and sometimes women who create them.
To see through ads, we should also look at these creators. For about a century, major national advertisers of brand-named goods and services have employed advertising agencies to plan out their campaigns, write and design the Cultural analysis through printed advertisements successful, and follow a media strategy to reach targeted buyers with their sales messages.
Although advertising men and women—from early in the s, the industry employed a small but significant number of women in copywriting and art design positions have long been the butt of cynical jokes about their subservience to advertising clients, advertising took on the trappings of professionalism quickly.
Especially before the s, when agencies diversified ethnically and opened more doors to women, the industry was socially distant from its audiences. Viewing consumers as irrational, ill-informed, and uncultured, advertising agencies often created ads that reflected their own surroundings rather than those of the buyers they wanted to attract.
The subculture of the advertising industry is an intense one. In part this follows from the enormous difficulty of judging the effectiveness of advertising.
Without clear-cut measures, advertising workers turn to their peers for validation. The fact that agencies can lose accounts and workers lose jobs overnight also makes Madison Avenue an anxious place where fads and gurus may shape campaigns.
If you are using the web for a comprehensive historical analysis of advertising, you will likely face a significant problem. Ads on the web are usually separated from the editorial matter and the other advertisements that surrounded them.
Some sites such as the online collections of Duke University's Digital Scriptorium, Ad Access and Emergence of Advertising in America provide information about the placement and production of the images they feature, but others present ads without captions about the media they appeared in, their size, the date of their appearance, etc.
This seemingly technical problem emphasizes a broader reality that you should bear in mind. While we can glean a lot from the visual and verbal elements in advertisements, advertisements are almost always designed to be part of a media context.
The placement of a print ad in a newspaper or magazine, the station, time of day, and program where a commercial appears, the traffic flow past a billboard are all intimately related to the message in the advertisement itself.
Understanding advertising thus entails more than just studying advertisements, illuminating as the ads themselves can be. The web is not—at least not yet—an ideal way to put ads in their marketing and media context.
In a few cases, however, we can find websites that provide background information for our advertising analysis. The travails of casting, locating, and filming reveal that commercial production is hardly an exact science.
For example, the female lead was discovered pushing a baby carriage down a street in Rome. Does this ad make sense to you? Does this information change or enhance your understanding of the Daisy ad?American & Indian Advertisements: A Cultural Analysis Introduction The phenomenon of advertising has long been a topic of research in several disciplines such as mass communication, marketing, sociology, cultural anthropology, social psychology, semiotics and cultural studies.
Cross cultural advertising is simply about using common sense and analysing how the different elements of an advertising campaign are impacted by culture and modifying them to .
Cultural Analysis through Printed Advertisements: Successful Black Women Pages: 7 ( words) Published: May 15, Cultural Analysis of the Subculture “Successful Young Black Women” Through Printed Advertisements Multicultural Marketing and is therefore a successful black woman.
Ethnically, the woman has a light skin tone. By conducting market research through semiotic analysis, companies can more effectively assess whether their advertising campaigns will be successful or not. In addition, for campaigns that have already been run, they can analyze why they were successes or failures in local markets such as China.
CULTURAL PROBLEMS IN ADOPTING FOREIGN ADVERTISING CAMPAIGNS ON THE POLISH MARKET The main purpose of the paper is analysis of cultural problems in adopting foreign advertising have something to drink or simply flick through the channels.
Advertisements that irritate. The only method of advertising known to the ancients was the word of mouth. The merchant who had wares to offer brought them to the gate of a city and there cried aloud, making the worth of his.