Using Lacuna Theory to Detect Cultural Differences in American and German Automotive Advertising
Book Details
Format
Paperback / Softback
Book Series
Kulturwissenschaftliche Werbeforschung
ISBN-10
3631393628
ISBN-13
9783631393628
Publisher
Peter Lang AG
Imprint
Peter Lang AG
Country of Manufacture
DE
Country of Publication
GB
Publication Date
Dec 11th, 2002
Print length
188 Pages
Weight
256 grams
Dimensions
15.10 x 21.00 x 1.40 cms
Product Classification:
Communication studiesSales & marketing managementSales and marketing management
Ksh 9,950.00
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This study addresses the standardization and adaptation of advertising campaigns in the context of the auto industry and their televised campaigns in America and Germany. It sets out to investigate how lacuna theory can be used to show that advertisements reflect a specific cultural communication and they are interpreted by a specific cultural understanding. Lacuna theory will be used to discover the perceptions of auto commercials by Germans and Americans to discover if differences in cultural communication and cultural understanding exist in advertising creative strategies. The study will find out how these differences, if present, can be identified and understood so that advertising creatives can begin to either implement standardized commercials that are functional for the auto industry in Germany and America or else adapt their campaigns to better target consumers in each country.
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