Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Using Lacuna Theory to Detect Cultural Differences in American and German Automotive Advertising

Using Lacuna Theory to Detect Cultural Differences in American and German Automotive Advertising

Grodzki, Erika
Schröder, Hartmut

Paperback

Series: Kulturwissenschaftliche Werbeforschung, Book 3

AccountingGeneral ReferenceWriting Instruction

ISBN10: 3631393628
ISBN13: 9783631393628
Publisher: Peter Lang
Published: Dec 11 2002
Pages: 190
Weight: 0.51
Height: 0.40 Width: 5.83 Depth: 8.27
Language: English
This study addresses the standardization and adaptation of advertising campaigns in the context of the auto industry and their televised campaigns in America and Germany. It sets out to investigate how lacuna theory can be used to show that advertisements reflect a specific cultural communication and they are interpreted by a specific cultural understanding. Lacuna theory will be used to discover the perceptions of auto commercials by Germans and Americans to discover if differences in cultural communication and cultural understanding exist in advertising creative strategies. The study will find out how these differences, if present, can be identified and understood so that advertising creatives can begin to either implement standardized commercials that are functional for the auto industry in Germany and America or else adapt their campaigns to better target consumers in each country.

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