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Advertising in Czech and French Magazines

Abstract : The aim of this research is to determine the main features in which the Czech and French advertisements are similar and in which they differ. The study concerns the content analysis of 577 printed advertisements published in the 10 most representative magazines in the Czech Republic and France. The five largest categories of magazines in terms of their focus are represented as follows: women, men, businesses, seniors and juniors. The results show some noticeable divergences in the basic structure and content of advertising, such as the size, the presence of children or elderly people, the number of product features and the indication of prices. Some convergences appear as well, such as the human presence, the use of testimonies and/or celebrities and the mention of the brand only. These results open up new possibilities for future research in order to verify the key factors, which advertisers could standardize or adapt for their advertising campaigns.
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Contributor : CHRISTIAN DIANOUX Connect in order to contact the contributor
Submitted on : Tuesday, November 17, 2020 - 11:27:56 PM
Last modification on : Friday, October 14, 2022 - 11:26:50 AM



Christian Dianoux, Jana Kettnerová, Zdenek Linhart. Advertising in Czech and French Magazines. Journal of Euromarketing, 2006, 16 (1/2), pp.139-152. ⟨10.1300/J037v16n01_10⟩. ⟨hal-03011108⟩



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