A COMPARISON OF PRINT ADVERTISEMENTS FROM THE UNITED-STATES AND FRANCE

被引：95

作者：

BISWAS, A ^{[1
]}

OLSEN, JE ^{[1
]}

CARLET, V ^{[1
]}

机构：

[1] PACIFICA,DEPT COMMUN,PARIS,FRANCE

来源：

JOURNAL OF ADVERTISING | 1992年 / 21卷 / 04期

关键词：

D O I：

10.1080/00913367.1992.10673387

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study extends the research on cross-cultural advertising by comparing print advertisements from the United States and France in terms of emotional appeals, information content, and use of humor and sex. A content analysis of advertisements from two types of magazines from the United States and France revealed that French advertisements make greater use of emotional appeals, humor, and sex appeals. Advertisements from the United States were found to contain more information cues.

引用

页码：73 / 81

页数：9

共 45 条

[11] CROSS-NATIONAL COMPARISON OF CONSUMER HABITS AND INNOVATOR CHARACTERISTICS [J].