Advertising in Czech and French Magazines

Dianoux, Christian; Kettnerová, Jana; Linhart, Zdeněk

doi:10.1300/j037v16n01_10

Cited by 6 publications

(4 citation statements)

References 39 publications

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“…The observed practices apparently contradict these results, in that the proportion of advertising that uses nudity in Europe does not appear to differ significantly among countries. Koudelova and Whitelock (2001) compare television advertisements in the UK and the Czech Republic, and Dianoux et al (2006) compare advertisements in the Czech Republic and France in five principal categories of magazines (managers, men, women, seniors, teenagers). Both sources indicate differences in some published formats (e.g.…”

Section: Impact Of Nudity Country Variationsmentioning

confidence: 99%

“…The size of the advertisement also may influence attention. In addition, in the Czech Republic, advertisements tend to be published on half-pages rather than full pages (Dianoux et al, 2006). We therefore take this element into account in our experimental design to neutralise any effect due to the more usual custom of Czech advertising in smaller formats.…”

Section: Experimental Materialsmentioning

confidence: 99%

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The effectiveness of female nudity in advertising in three European countries

Dianoux¹,

Linhart²

2010

International Marketing Review

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Purpose -The paper attempts to gain a better understanding of the reasons for advertisers to use nudity in European advertising campaigns and, more precisely, whether a print ad that uses nudity is more or less effective than an ad without nudity in the Czech Republic, Spain, and France. Design/methodology/approach -An experiment carried out in three European countries (Czech Republic, Spain, France) exposes young consumers to an experimental magazine containing an advertisement that shows either a woman's face or her topless body. Findings -Nationality does not appear to influence preferences for advertisements with or without nudity. Although differences emerge among the three countries in attitudes toward the ad (Aad), they are independent of the ad type and consistently reflect the same trends within each country. Gender influences Aad, and women adopt more negative Aad when they see nudity compared with when they do not, in contrast with men, regardless of their country. Research limitations/implications -Attitudes toward advertising in general vary significantly among European countries, even for seemingly homogeneous targets. Specific adaptations likely are needed not just with regard to nudity but more generally in terms of the content of ads. Practical implications -Advertisers that question the relevance of nudity in their advertising campaigns should take great care to define their target market by gender -even more so than in terms of the European country in which the advertising will appear. Originality/value -Women adopt more negative attitudes toward advertisements that use sexy female models than do men, and this effect is independent of nationality in a European context.

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Section: Impact Of Nudity Country Variationsmentioning

confidence: 99%

Section: Experimental Materialsmentioning

confidence: 99%

The effectiveness of female nudity in advertising in three European countries

Dianoux¹,

Linhart²

2010

International Marketing Review

Self Cite

View full text Add to dashboard Cite

show abstract

“…Among the many different aspects of product advertisements that may determine consumer response, relatively little attention has been paid to the role of language choice (Grin, 1994;Holden 1987), at least compared to the role of other similar variables such as cultural values (Aaker & Maheswaran, 1997;Aaker & Williams, 1998;Dianoux, Kettnerová, & Linhart, 2007;Rustogi, Hensel, & Burgers, 1996) and visual rhetoric (McQuarrie & Mick, 1999;McQuarrie & Mick, 2003).The majority of the studies on the impact of language choice in product ads are concerned with the effect of using language A compared to using language B on consumers who are (near) native speakers of both languages A and B. The respondents used in these studies are representative of consumers in bilingual societies such as the Hispanic community in the United States (Grin, 1994;Koslow, Shamdanasi, & Touchstone, 1994;Luna & Peracchio, 2001, 2005Luna, Ringberg, & Peracchio, 2008;Roslow & Nichols, 1996), the Korean American community in the United States (Dublish, 2001), or the bilingual Hindi-English community in India (Krishna & Ahluwalia, 2008).…”

Section: Introductionmentioning

confidence: 99%

English in Product Advertisements in Non-English-Speaking Countries in Western Europe: Product Image and Comprehension of the Text

Gerritsen

Nickerson

Hooft

et al. 2010

Journal of Global Marketing

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Although English has been shown to be the most frequently used foreign language in product advertisements in countries where it is not the native language, little is known about its effects. This article examines the response to advertisements in English compared to the response to the same ad in the local language in Western Europe on members of the target group for which the ad was intended: 715 young, highly educated female consumers. The use of English in a product ad does not appear to have any impact on image and price of the product, but it does affect text comprehension: the meaning of almost 40% of the English phrases was not understood. These results were the same for all countries involved in the study, irrespective of whether the respondents' (self-) reported proficiency in English is high or low.

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“…Furthermore, the study also found that contrary to Russia's cultural stance on uncertainty avoidance, Nestlé's chocolate TV commercials used low-uncertainty avoidance appeals such as youth, adventure, casual and magic (Larimo and Pesonen, 2008). Another study comparing print advertising from the Czech Republic and France by Dianoux et al (2007) found considerable divergences in the content and structure of advertising, though both countries are relatively similar on various Hofstede indices.…”

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confidence: 99%

Cultural and paradoxical values in advertising in Eastern Europe

Saleem

Larimo

Ummik

et al. 2015

Baltic Journal of Management

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Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia. Design/methodology/approach – Hypotheses are drawn in relation to Hofstede’s original four cultural dimensions – power distance, masculinity/femininity, individualism/collectivism and uncertainty avoidance. A sample of 110 print advertisements from four magazines were analyzed using Pollay’s (1983) classification of advertising appeals. Findings – The results show that Estonian advertising reflects paradoxical values related to low power distance and femininity dimensions, and culturally congruent values related to high-uncertainty avoidance and individualism. Practical implications – Findings suggest that cultural values (desired) alone are insufficient to predict the reflection of culture in advertising. Rather, consideration of the discrepancies between the cultural values (desired) and practices (desirable) enables a better explanation of the relationship between society and its advertising. Originality/value – Scholars have shown increasing interest in the consequences of culture on advertising, but the opposing aspect of cultural values and practices has received limited research attention. The paper offers interesting insights regarding the effect of culture and the value paradox on the use of appeals in advertising. Additionally, analyzing the advertising of Eastern Europe is highly important because of the limited research attention that exists with respect to advertising in the region.

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Advertising in Czech and French Magazines

Cited by 6 publications

References 39 publications

The effectiveness of female nudity in advertising in three European countries

The effectiveness of female nudity in advertising in three European countries

English in Product Advertisements in Non-English-Speaking Countries in Western Europe: Product Image and Comprehension of the Text

Cultural and paradoxical values in advertising in Eastern Europe

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