Cultural Stereotypes and Their Reflection in Transnational Advertising
نویسندگان
چکیده
An attempt was made in the article to analyze cultural stereotypes and their reflection advertising of Dove Olay cosmetic brands. For first time, beauty Chinese, Russian English video international companies are compared. On example transnational advertising, ways transmitting verbal information a commercial message studied, differences perception revealed, transformation is established, new means expression described. A contradictory trend has been identified marketing: on one hand, actively use national stereotypes, which allow creating an emotionally significant image accordance with ethno-cultural worldview consumer, paying attention it, making decision face large flow information, other they oppose standardization stereotyping. Their role value established.
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ژورنال
عنوان ژورنال: ??????? ??????
سال: 2023
ISSN: ['2228-5091']
DOI: https://doi.org/10.24224/2227-1295-2023-12-4-221-243