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2009 | International Marketing and Business in the CEE Markets | 404-428
Tytuł artykułu

Cultural Values in Advertising: A Case Study of Nestlé Television Advertising in Russia

Warianty tytułu
Języki publikacji
The aim of the paper is to analyse advertising in Russia focusing on the television advertising in the chocolate bar sector. In the analysis of advertising we will concentrate on the key features and the cultural values in the Russian television commercials. The study of television advertising is of our interest, since television advertising has the dominant role in CEE countries, especially in Russia. The cultural values in the commercials will be analysed by employing Hofstede's (1980, 1991, 2001) research on cultural dimensions and the concepts of values identified by Pollay (1983). Since the research on cultural dimensions and values in advertising in the CEE and Russia is extremely limited so far, the exploratory research approach, i.e. case methodology, has been selected for the empirical part of the study. Furthermore, in the more detailed analysis of the advertisements content analysis will be used. The structure of the paper is as follows: In the first section the main concepts and development of advertising in Russia will be reviewed. Section two deals with cultural dimensions and values/appeals in advertising. Section three presents the case company and research methodology. Section four will analyze the selected television commercials, and section five includes the summary and avenues for future research. (fragment of text)
  • Vaasa University of Applied Sciences, Finland
  • Vaasa University of Applied Sciences, Finland
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