<p>Culture drives how people communicate and what they communicate. In addition,</p><p>culture influences the people’s perception of advertisements. Understanding the</p><p>consequences of cultural differences is, therefore, crucial for marketing and</p><p>advertising people when it comes to the development of international advertising.</p><p>The main purpose of this dissertation was to investigate the approach of</p><p>advertising agencies towards cultural differences during the development process</p><p>of international advertising. Furthermore, the authors wanted to find out, if</p><p>advertising agencies know and apply the cultural theories of Geert Hofstede and</p><p>Edward T. Hall during this process, and whether it would be possible to expand</p><p>their cultural theories by using the insights gained from the practical work of the</p><p>agencies. In order to answer this paper’s research questions, four interviews with</p><p>account managers and CEOs in three advertising agencies were conducted and</p><p>documentary data were collected. Based on the research findings, one can</p><p>conclude that even though advertising agencies are constantly aware of cultural</p><p>differences during their development process, there is no structural knowledge or</p><p>a structured approach to it. Furthermore, the cultural dimensions of Hofstede and</p><p>Hall or any other scientist are not known to the agencies and also not applied, as</p><p>they are for various reasons not regarded as supportive and useful guidelines for</p><p>the development of suitable ads for culturally different target groups. In addition,</p><p>the authors have learned that culture is not a dominating issue during the</p><p>development process of international advertising. Thus, instead of adding further</p><p>cultural dimensions to the existent theories, a model was developed which</p><p>depicts the influencing factors on international advertising and puts cultural</p><p>considerations in relation to them.</p><p>Keywords: culture, cultural dimensions, advertising, advertising agencies</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hkr-4245 |
| Date | January 2006 |
| Creators | Ailland, Nicole, Hähnel, Olaf |
| Publisher | Kristianstad University College, Department of Business Administration, Kristianstad University College, Department of Business Administration |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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