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- Title
Creative Features of Globally-Understood Advertisements.
- Authors
Domzal, Teresa J.; Kernan, Jerome B.
- Abstract
Although the globalization of advertising campaigns remains a contentious issue, the longterm trend appears to be in their favor -- at least for world-class brands. Given that trend, this paper focuses on the executional properties of ads which facilitate the global understanding of their campaign themes, that is, of their intended meanings. Based on a qualitative interpretation of 321 transnational print ads in four product categories, several creative features are identified which distinguish executions whose meaning has culture-free, rather than culture-bound, understanding. These results offer guidelines for negotiating that critical step between knowing what meaning a global campaign's theme should convey and understanding how to construct the campaign's ads so that they impart that meaning.
- Subjects
ADVERTISING campaigns; GLOBALIZATION; ADVERTISING
- Publication
Journal of Current Issues & Research in Advertising (CTC Press), 1994, Vol 16, Issue 1, p29
- ISSN
1064-1734
- Publication type
Article
- DOI
10.1080/10641734.1994.10505011