Advertising practices for selfimage projective products in the New Europe a print advertising content analysis

Analyses the advertising content of three selfimage projective products perfume, cosmetics, and womens apparel in the UK, German, French, Spanish, and Italian editions of Vogue magazine. Tests for the degree of standardisation versus localisation of the advertising of these products. Suggests that m...

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Bibliographic Details
Published in:The Journal of consumer marketing 1993-04, Vol.10 (4), p.15-26
Main Authors: Seitz, Victoria A., Johar, J.S.
Format: Article
Language:English
Subjects:
Advertising
Brand names
European Union
Marketing strategy
Online Access:Get full text
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Summary:Analyses the advertising content of three selfimage projective products perfume, cosmetics, and womens apparel in the UK, German, French, Spanish, and Italian editions of Vogue magazine. Tests for the degree of standardisation versus localisation of the advertising of these products. Suggests that marketersadvertisers standardise perfume advertisements to a greater degree and apparel to a lesser degree.
ISSN:0736-3761
DOI:10.1108/07363769310054277