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Social and Behavioral Sciences Commons™
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Articles 1 - 2 of 2
Full-Text Articles in Social and Behavioral Sciences
Glocalization In Macedonia: English In Outdoor Advertising Messages, Pamela Morris
Glocalization In Macedonia: English In Outdoor Advertising Messages, Pamela Morris
School of Communication: Faculty Publications and Other Works
Outdoor advertising visuals from Skopje, Macedonia are analyzed in a content analysis. Images were photographed in the most heavily traveled areas of the city to secure a snapshot of culture and to analyze western influence. Media and linguistic imperialism, globalization and glocalization, along with advertising and communication strategies, are used to frame the investigation. Findings show that media companies are the leading advertisers, along with banks and entertainment. The majority of ads employed some form of English, although Macedonian and Cyrillic writing were also used. The images revealed strategic use of language and symbols, depending on the product category, business …
Culture And Metaphors In Advertisements: France, Germany, Italy, The Netherlands, And The United States, Pamela Morris, Jennifer A. Waldman
Culture And Metaphors In Advertisements: France, Germany, Italy, The Netherlands, And The United States, Pamela Morris, Jennifer A. Waldman
School of Communication: Faculty Publications and Other Works
Culture and language are intertwined. Metaphors, based on culture, are ubiquitous in thinking and communication. As social artifacts reflecting culture, advertising messages provide an opportunity to compare metaphors in different nations. Goals of this article are to understand how and why advertisers use metaphors and how they differ across countries, as well as how cultural characteristics are used to create compelling ad messages. Using a content analysis of 87 French, German, Italian, Dutch, and American magazine advertisements, this study examines metaphor usage and cultural attributes from four culture-bound product groups: food and beverage, automobiles, insurance/finance, and personal care.