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ABSTRACT
Although phenomenon of advertising is researched for several decades but intercultural advertising is rather new scope of research. One of the key elements that characterise culture is cultural values. The paper proposes two different points of view towards cultural values and their impact on advertising as one of marketing elements. Therefore, the aim of the paper is to reveal how stability of cultural values can impact strategy of advertising.
Cultural values doubtless affect both: customer behaviour and marketing solutions of advertising. Thus cultural values are the crucial element while making decisions concerning with segmentation and positioning. Two different approaches regarding stability of cultural values are represented in scientific literature. Some authors believe that within changing environment mutations of consumption appear, respectively, cultural values undergo changes as well. This means that some values are changed with the other ones. Despite of this, some of scientists highlight that values are basis of culture, so they cannot change. Impact of these two approaches on advertising is revealed in the paper.
INTRODUCTION TO THE TOPIC
he advertising business has become such an important factor in the economy in many countries, especially in the United States, that it also changes the economy itself, society, culture, and the political system. The stimulation for the demand of products and services helps the economy grow stronger and stronger. New inventions become known much faster and can establish their spot in the sales figures of the economy. If there are more people buying these products the overall costs will drop and the product will become cheaper for the customer which raises his willingness to buy even more. On the other hand advertisements are very expensive and some economists believe that these costs are put on top of the actual price paid by the customer. Critics argue that
Although phenomenon of advertising is researched for several decades but intercultural advertising is rather new scope of research. One of the key elements that characterise culture is cultural values. The paper proposes two different points of view towards cultural values and their impact on advertising as one of marketing elements. Therefore, the aim of the paper is to reveal how stability of cultural values can impact strategy of advertising.
Cultural values doubtless affect both: customer behaviour and marketing solutions of advertising. Thus cultural values are the crucial element while making decisions concerning with segmentation and positioning. Two different approaches regarding stability of cultural values are represented in scientific literature. Some authors believe that within changing environment mutations of consumption appear, respectively, cultural values undergo changes as well. This means that some values are changed with the other ones. Despite of this, some of scientists highlight that values are basis of culture, so they cannot change. Impact of these two approaches on advertising is revealed in the paper.
INTRODUCTION TO THE TOPIC
he advertising business has become such an important factor in the economy in many countries, especially in the United States, that it also changes the economy itself, society, culture, and the political system. The stimulation for the demand of products and services helps the economy grow stronger and stronger. New inventions become known much faster and can establish their spot in the sales figures of the economy. If there are more people buying these products the overall costs will drop and the product will become cheaper for the customer which raises his willingness to buy even more. On the other hand advertisements are very expensive and some economists believe that these costs are put on top of the actual price paid by the customer. Critics argue that
Bibliography: McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 266, ISBN-13: 978-158367161-0 ^ McChesney, Robert W ^ McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), ISBN-13: 978-158367161-0 ^ http://www.zeit.de/2008/47/Vermuellung ^ McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), p. 265, ISBN-13: 978-158367161-0 ^ http://joeg.oxfordjournals.org/cgi/content/full/8/3/421 ^ McChesney, Robert W. “The Political Economy of Media: Enduring Issues, Emerging Dilemmas”. Monthly Review Press, New York, (May 1, 2008), pp. 132, 249, ISBN-13: 978-158367161-0 ^ McChesney, Robert W