Will German car advertisings be successful in a French environment if translated literally and vice versa? This study elaborates an analysis methodology for print advertising that results from a broad overlook over related issues. Advertising is seen as a mirror of society that reflects its specific culture. As such, significant data about the German and the French culture can be extracted from advertisings by analyzing the verbal and non-verbal content. This study relates research in semiology, text gendres, verbal and non-verbal communication, and content analysis. The extracted information is useful in synthesizing qualitative and quantitative aspects of current research in the domain of advertisings. The results indicate that nowadays advertisings show important differences in the appeal as well as in the stylistic design/execution in form of written texts and images. The conclusion of this research is antagonistic to the influencial thesis of the world as one global market (Levitt, 1983).
| Identifer | oai:union.ndltd.org:DUETT/oai:DUETT:duett-07042003-005106 |
| Date | 18 July 2003 |
| Creators | Hols, Simone |
| Contributors | Bernd Spillner, Jürgen Biehl |
| Publisher | Gerhard-Mercator-Universitaet Duisburg |
| Source Sets | Dissertations and other Documents of the Gerhard-Mercator-University Duisburg |
| Language | German |
| Detected Language | English |
| Type | text |
| Format | text/html, application/pdf |
| Source | http://www.ub.uni-duisburg.de/ETD-db/theses/available/duett-07042003-005106/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. Hiermit erteile ich der Universitaet Duisburg das nicht-ausschliessliche Recht unter den unten angegebenen Bedingungen, meine Dissertation, Staatsexamens- oder Diplomarbeit, meinen Forschungs- oder Projektbericht zu veroeffentlichen und zu archivieren. Ich behalte das Urheberrecht und das Recht das Dokument zu veroeffentlichen und in anderen Arbeiten weiterzuverwenden. |
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