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Abstract:
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This study compares the cultural values that manifest themselves in beer -centered
television advertisements in Russia and in the United States . The study intends to give an exploratory overview of the main appeals employed in the advertisements and discusses the observed differences and similarities found within . The purpose of my research is to discover whether the more culturally congruent advertisements are more attractive to the consumers than advertisements with unique foreign values . Individual values are taken
into consideration . Lists of most common advertising appeals have been identified . The
findings are not generalizable to report a significant positive relationship between cultural congruency and advertising effectiveness . However , the study provides rigorous description of a few cases offering deep insight for possible advertising strategies in multicultural advertising environments . |