Selection of Advertising Appeals in Slovak Television Advertising

• Authors: Zuzana Ihnátová
• Languages of publication: EN

Abstracts

EN

Purpose of the article The issue of creating advertising that is culturally congruent has been considered to be very important to experts dedicated to the field in the past years. Culture is an important internal factor of customer behavior that needs to be fully considered if the advertising campaigns aim to address its target audience effectively. The goal of this article is to contribute to existing knowledge in the area of culturally congruent advertising. More specifically, to find out what advertising appeals are preferred in Slovak television advertising. Methodology/methods Main scientific method of the present research was conceptual content analysis. The results are based on the sample of 133 TV commercials broadcasted in Slovak televisions during the 2012 in selected four segments (beer, financial services, periodicals and non-alcoholic beverages). Scientific aim Aim of this contribution is the introduction of preferences and frequency of usage of advertising appeals used in Slovak television advertising. Subsequenty, the exploration of the links between the selection of advertising appeals and cultural dimensions of Slovaks are analyzed. Findings The largest representation in analyzed television commercials in all examined segments has the appeal to relaxation.), followed by the appeal of suitable, then the appeal of saving, the appeal to patriotism, the appeal of natural and the appeal to affiliation. In the surveyed segments the preferences of individual advertising appeals are somehow different and reflect existing influence of product category on creative strategy. The findings show the positive relation between selection of advertising appeals and Slovak cultural dimensions. Conclusions The preset contribution shows the importance of studying cultural aspects of advertising and applying findings to the field of advertising. Some limitations of the study are stated and recommendations for further research are added at the end of the article.

Keywords

EN

global marketing and advertising; culture; values; culturally congruent advertising; advertising appeals

• Publisher: Sciendo
• Journal: Creative and Knowledge Society
• Year: 2013
• Volume: 3
• Issue: 1
• Pages: 78-88

Dates

published

2013-07-01

online

2013-11-16

Contributors

author

Zuzana Ihnátová

• Faculty of Mass Media, Paneuropean University Tematinska 10, 851 05 Bratislava, Slovakia Phone: [phone]

References

• Dahl, S. (2002). Cultural values in Beer Advertising in the UK, the Netherlands and Gemany. [online]. [Cited 2013-06-30] Avaliable from Internet: .
• Dahl, S. (2004). Cross-Cultural Advertising Research: What Do We Know About theInfluence of Culture on Advertising? [online]. [Cited 2013-05-08] Middlesex University Discussion Paper No. 28. 2004. Avaliable from Internet: http://ssrn.com/abstract=658221
• De Mooij, M. (2004). Consumer Behavior and Culture. Consequences for Global Marketing andAdvertising. 2nd edition. Thousand Oaks, CA: Sage. 403 p.
• De Mooij. M. (2010). Global Marketing and Advertising. Understanding Cultural Paradoxes. 3rd edition. Thousand Oaks, CA: Sage. 323 p.
• De Mooij, M., Hofstede, G. (2010). The Hofstede Model. Application to global branding and advertising research. International Journal of Advertising, 2010, 29 (1), pp. 85-110.[Crossref][WoS]
• De Pelsmacker, P. at all. (2007). Marketingová komunikace. [Marketing Communication.]. 1st edition. Praha: Grada Publishing. 600 p.
• Dvorakova, I. (2010). Obsahová analýza. [Content analysis]. Antropowebzin, 2/2010, pp. 95-99.
• Hall, E. (1989). Beyond Culture. 2nd edition. New York : Anchor Books Editions. 298 p.
• Hofstede, G. (2001). Culture´s Consequences. Comparing Values, Behaviors,Institutions,and Organizations Across Nations. 2nd edition. Thousand Oaks, CA: Sage. 596 p.
• Hoppe, M. (2007). Culture and Leader Effectiveness: The GLOBE study. In Central EuropeanJournal of Communication.
• Kloudova, J. et al (2010). Kreativní ekonomika. Trendy, výzvy, příležitosti. [Creative Economy.
• Trends, Challenges, Opportunities.]. 1st edition. Praha: Grada Publishing. 218p.
• Kolman, L. et al. (2003). Cross-cultural differences in Central Europe. Journal of ManagerialPsychology. Vol. 18, no. 1, pp. 76-88.
• Kotler, P., Armstrong, G. (1992). Marketing. 1st edition. Bratislava: SPN. 385 p.
• Labská, H., Tajtáková, M., Foret, M. (2009). Základy marketingovej komunikácie. [The principals of Marketing Communication.]. 1st edition. Bratislava: Eurokódex. 232 p.
• Svetlik, J. et al (2008). Kulturní aspekty české a evropské reklamy. [Cultural aspects of Czech and European advertising.]. 1st edition. Praha: Professional Publishing. 56 p.
• Svetlik, J. (2003). Marketing pro evropský trh. [Marketing for European Market.]. 1st edition. Praha: Grada Publishing. 272 p.
• Svetlik, J. (2012). O podstatě reklamy. [The essence of Advertising]. 1st edition. Bratislava: Eurokódex. 312 p.
• Ihnatova, Z. (2013). The critical analysis of creative strategies as a part of the theories of advertising. [Dissertation thesis]. Pan European University. Faculty of Mass Media. 123 p.
• Wang, J., Shi, X. (2011). Interpreting Hofstede Model and GLOBE Model: Which way to go for Cross-cultural research. International Journal of Business and Management. Vol. 6, No. 4, May 2011, pp: 93- 99.
• 199 dní televíznej reklamy. Statégie online. [online] [Cited 2013-06-08]. Available from Internet: <http://strategie.hnonline.sk/spravy/media/199-dni-televiznej-reklamy>

Identifiers

DOI

10.2478/v10212-011-0032-2