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http://dx.doi.org/10.5392/JKCA.2018.18.01.143

Global Advertising by Product Standardization Degree Comparative -Focused on Ads. of United States, Britain, Germany, Russia, Brazil, Japan-  

Choi, Kyung-Jin (대구가톨릭대학교 언론광고학부)
Publication Information
The Journal of the Korea Contents Association / v.18, no.1, 2018 , pp. 143-153 More about this Journal
Abstract
In this study, the difference in specific family of six countries for the representation of the elements of the global advertising through investigate the degree of standardization. National and cultural background, social and economic situation compared to the differences that appear here, would you want to see. Thereby global advertising on the message expressed in this and identify the limiting factor family By country looks for any difference illustrates. The analysis shows various contrasts and differences in products group and countries. But there is no need to pursue standardization of advertising in the global market. Why standardization is needed in terms of efficiency of communication in order to achieve cost savings, and the homogenization of preference. To do this, need to find a way to communicate in a global market of consumers can relate to. After all, this is simply not the standardization of advertising is determined that the communication environment and market conditions to build.
Keywords
Global Advertising; Standardization; Representation Elements;
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Times Cited By KSCI : 2  (Citation Analysis)
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