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- Title
AN EMPIRICAL COMPARATIVE STUDY OF AMERICAN & FRENCH ADVERTISING THROUGH MAGAZINE & INTERNET ADS: THE ROLE OF NATIONAL CULTURE.
- Authors
Essounga-Njan, Yvette; Christian, Nicole Jean
- Abstract
Increased globalization of multinational enterprises and the lure of real or imagined benefits to be derived from standardization of advertising (Cleveland & Laroche, 2007; Tansey, Hyman, & Zinkhan, 1990) make the field of international advertising one that continues to foster both controversy and interest. As a consequence, cross-cultural research in international marketing remains of great interest to scholars (Samiee and Jeong, 1994; Sharma, 2011) and corporations. In adding to this discussion, the present study examines ad contents in French and US magazines concomitantly with French and US Internet sites. A study of this kind is appropriate in view of the paucity of studies involving French speaking countries, and particularly in view of the cultural differences between the two countries.
- Subjects
FRANCE; UNITED States; COMPARATIVE studies; ADVERTISING &; culture; ADVERTISING; ADVERTISING of periodicals; INTERNET advertising; GLOBALIZATION
- Publication
Proceedings of the Northeast Business & Economics Association, 2011, p74
- ISSN
1936-203X
- Publication type
Article