Issues in cross-cultural studies of advertising audiovisual material
نویسنده
چکیده
This article presents an approach to crosscultural studies of advertising audiovisual material that departs from the typical rigid marketing models. It favours a more qualitative inductive approach to corpuses in which audiovisual texts are not approached or compared through the use of standardised American tools. After reviewing the usual marketing tools, the article focuses on the steps researchers can usefully take from the gathering of audiovisual texts from two different environments to their classification, two important steps that are critical in such studies.
منابع مشابه
Socio-Cultural and Technical Issues in Non-Expert Dubbing: A Case Study
Advances in computer sciences and the emergence of innovative technologies have entered numerous new elements of change in translation industry, such as the inseparable usage of software programs in audiovisual translation. Initiated by the expanding reality of fandubbing in Iran, the present article aimed at illuminating this practice into Persian in the Iranian context to partly address the l...
متن کاملKey issues in cross-cultural business communication: Anthropological approaches to international business
Cultural factors have long been known to influence the communication and success potential of competition. Cultural awareness shapes how business firms behave in cross-culturally reflected international markets. It is broadly recognized that cultural factors act as invisible barriers in international business communications. Understanding cultural differences is one of the most significant skil...
متن کاملCross-cultural advertising research: where we have been and where we need to go
Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross-cultural advertising research. Design/methodology/approach – Citation analysis was performed for cross-cultural advertising articles published in major marketing and business journals from 1995 to 2006. Findings – Cultural values were the most studied topic area in cross-cultural advert...
متن کاملThe Portrayal of Women in English Films Localized into Persian
Audiovisual translation, the same as other forms of intercultural communication, tends to intervene with the original in order to comply with the norms of the receiving culture. Since the Islamic Revolution of 1979, the Iranian cinema has resorted to a conservative approach wherein the portrayal of the role of women, among other cultural issues, has been controlled to adapt to the Islamic thoug...
متن کاملEvaluating the Linguistic Appropriateness and Cultural Sensitivity of a Self-Report System for Spanish-Speaking Patients with Cancer
Spanish speakers in the United States encounter numerous communication barriers during cancer treatment. Communication-focused interventions may help Spanish speakers communicate better with healthcare providers and manage symptoms and quality of life issues (SQOL). For this study, we developed a Spanish version of the electronic self-report assessment for cancer (ESRA-C), a web-based program t...
متن کامل