Will German car advertisings be successful in a French environment
if translated literally and vice versa? This study elaborates an
analysis methodology for print advertising that results from a
broad overlook over related issues. Advertising is seen as a mirror
of society that reflects its specific culture. As such, significant
data about the German and the French culture can be extracted from
advertisings by analyzing the verbal and non-verbal content. This
study relates research in semiology, text gendres, verbal and
non-verbal communication, and content analysis. The extracted
information is useful in synthesizing qualitative and quantitative
aspects of current research in the domain of advertisings. The
results indicate that nowadays advertisings show important
differences in the appeal as well as in the stylistic
design/execution in form of written texts and images. The
conclusion of this research is antagonistic to the influencial
thesis of the world as one "global market" (Levitt, 1983).
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