LEADER 00903nam0-2200325---450- 001 990008179920403321 005 20050907092827.0 010 $a88-06-58180-5 035 $a000817992 035 $aFED01000817992 035 $a(Aleph)000817992FED01 035 $a000817992 100 $a20050907d1985----km-y0itaa50------ba 101 0 $aita 102 $aIT 105 $a--------001by 200 1 $a<>Orestiade$fEschilo$gtraduzione di Pier Paolo Pasolini 210 $aTorino$cEinaudi$dc1985 215 $a181 p.$d17 cm 225 1 $aScrittori tradotti da scrittori$v12 676 $a882.01 700 1$aAeschylus$f$0153340 702 1$aPasolini,$bPier Paolo$f<1922-1975> 801 0$aIT$bUNINA$c20050907$gRICA$2UNIMARC 901 $aBK 912 $a990008179920403321 952 $aF.Russo 1098$fBAT 959 $aBAT 996 $aEumenides$919097 997 $aUNINA LEADER 02683nam 2200673 a 450 001 9910968697803321 005 20240509121014.0 010 $a9783836619950 010 $a3836619954 035 $a(CKB)2670000000052806 035 $a(EBL)594522 035 $a(OCoLC)679417404 035 $a(SSID)ssj0000656183 035 $a(PQKBManifestationID)12249243 035 $a(PQKBTitleCode)TC0000656183 035 $a(PQKBWorkID)10632177 035 $a(PQKB)10448036 035 $a(SSID)ssj0000824427 035 $a(PQKBManifestationID)11445178 035 $a(PQKBTitleCode)TC0000824427 035 $a(PQKBWorkID)10791856 035 $a(PQKB)10854494 035 $a(MiAaPQ)EBC594522 035 $a(WaSeSS)Ind00048538 035 $a(Au-PeEL)EBL594522 035 $a(CaPaEBR)ebr10487844 035 $a(Perlego)1748477 035 $a(EXLCZ)992670000000052806 100 $a20110831d2009 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aGlobal advertising in a cultural context /$fMirjana Milenkovic 205 $a1st ed. 210 $aHamburg $cDiplomica Verlag$d2009 215 $a1 online resource (66 p.) 300 $aTitle from cover. 311 08$a9783836669955 311 08$a3836669951 320 $aIncludes bibliographical references. 327 $aGlobal Advertising in a Cultural Context; TABLE OF CONTENTS; LIST OF FIGURES AND TABLES; 1 Objectives and Structure of this Book; 2 The Concept of Culture; 3 Global Advertising; 4 Overcoming Cultural Differences; 5 Conclusion; Bibliography 330 $aThe globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her 606 $aAdvertising 606 $aCulture 606 $aMass media and culture 615 0$aAdvertising. 615 0$aCulture. 615 0$aMass media and culture. 676 $a302.23068 700 $aMilenkovic?$b Mirjana$01806849 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910968697803321 996 $aGlobal advertising in a cultural context$94356251 997 $aUNINA