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ThesisUniversity of Akureyri>Viðskipta- og raunvísindasvið>B.S. verkefni>

Please use this identifier to cite or link to this item: http://hdl.handle.net/1946/1085

Title
is

Hofstede´s dimensions and their relations to magazine advertising

Abstract
is

This assignment is written with certain goals in mind. The main goal is to find out whether culture has any influences when it comes to international advertising. To do so, five cultural dimension discovered by Hofstede will be discussed. Five different magazines, from five different countries, were used in this observation: Marie Claire (US version), Marie Claire (French version), The Indian (Indian magazine), Newsweek (American newsmagazine) and Der Spiegel (German newsmagazine).
The main observation question was as follows:
How can Hofstede’s dimensions be used when it comes to advertising internationally?
Another question was also had in mind:
Do all his cultural dimensions apply to intercultural advertising?
Main conclusions:
Hofstede’s dimensions can be a great help when it comes to international marketing. In particularly when it comes to researching company’s future market. How ever it is important to consider the changes that have occurred in the market since Hofstede made his research. The magazines did not seem to have obvious cultural differences when looking at the advertisements. The reason might be that all the magazines except the Indian are sold all over the world and have a special target group. This target group is possible well-informed and therefore more open to cultural differences.
Keywords:
Culture
Advertisements
Hofstede´s dimensions
Magazines
International advertising

Issued Date
01/01/2003


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