Socio-Cultural Framework of Advertisement on International Markets. A Brief Survey of European Advertisement Styles

Wach, Krzysztof

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Socio-Cultural Framework of Advertisement on International Markets. A Brief Survey of European Advertisement Styles

Studien des Institut fur den Donauraum und Mitteleuropa, No. 6, pp.141-150, December 2003

11 Pages Posted: 26 Jan 2006

See all articles by Krzysztof Wach

Krzysztof Wach

Krakow University of Economics

Abstract

The paper elaborates on socio-cultural circumstances of advertisement. Many examples of promotion campaigns are mentioned. The main European advertisement styles are also described. There are many arguments in favour of either standardization or adaptation. Nevertheless socio-cultural aspects are crucial. However in author's opinion adjusting promotion messages to local market culture and conditions is a source of their success.

Keywords: Globalization, global products, advertisement

JEL Classification: M3

Suggested Citation: Suggested Citation

Wach, Krzysztof, Socio-Cultural Framework of Advertisement on International Markets. A Brief Survey of European Advertisement Styles. Studien des Institut fur den Donauraum und Mitteleuropa, No. 6, pp.141-150, December 2003, Available at SSRN: https://ssrn.com/abstract=878208