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GLOBAL REKLAM; GLOBAL REKLAMLAR VE KÜLTÜRÜN REKLAMA ETKİSİ

Giobni Advertising: TJıe Effect of Global Advertisements and Culture to Advertisement

Journal Name:

  • İstanbul Üniversitesi İletişim Fakültesi Dergisi

Publication Year:

  • 2005

Key Words:

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
is it possible to persuade consumers in different markets witk the same advertising message? Or sliouid the advertising message be customised to refieci local culture? This question is one of She most fundamental decisions when planning an advertising campaign in different markets (cultural areas}, and, not surprisingly, one of the most frequently discussed issues in advertising today, in one side of view, advertising and marketing can be standardised across cultures, and the same values am be used to persuade customers to buy or consume the product. Vie opposing side is content with the fad that basic needs may well be the same around the world, however they argue that the way in which these needs are met and satisfied differs from culture to culture. Any advertising (and marketing) campaign should refieci the local habits, lifestyles and economical conditions in order to be effective hi different cultures. This article will try to address the issues of cultural affects in global advertising and also will discuss global automobile advertising campaigns in Turkey.
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  • 1
227-238
  • Turkish

REFERENCES

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