ABSTRACT Title: Cultural dimensions – and their relevance in the interpretation of TV commercials The purpose of this study has been to explain the cultural dimensions masculinity versus femininity and individualism versus collectivism and see what their impacts on interpreting commercials are. We also wanted to see if there are any other important aspects to consider when looking at the interpretation of TV-commercials. To fulfill this purpose we also used this research question: How are the cultural dimensions relevant when it comes to interpreting TV-commercials? We used a qualitative approach when conducting this study. We found that the dimension individualism versus collectivism seemed the most applicable, while the respondents’ a nswers fitted the best to the highlighted theories. When looking at masculinity versus femininity the respondents’ answers were not as applicable to the highlighted theories, while it mostly reflected them as individuals and showed little connection to their cultural background. We also saw a couple of other factors that are important to consider when designing TV-commercials. How the language and the music is interpreted is important to think about, while it can appear a lot of misunderstandings here that interrupts the marketing message. How humor and symbols are interpreted is also important to consider, while it can vary a lot between different cultures.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-19415 |
| Date | January 2012 |
| Creators | Henriksson, Jennie, Mardan, Sandra |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0021 seconds