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Advisor(s)
Abstract(s)
Culture, taken as a colletive phenomenon shared with the people we live or have lived with within the same social context, is the collective programming of the mind which distinguishes the members of one group or category from the people from another group (Hofstede, 1991, p.5). Thus, each culture develops its social linguistic processes according to the logic of its functioning in a way that will match those processes with each mental collective programme. Advertising uses this type of logic: in order to be understood and/or eficient it has to fit its messages to each mental programming of each culture.
Description
Keywords
Advertising Culture
Citation
Pereira, F.C., Veríssimo, J., & Neijens, P. 2008). Advertising & culture. In F.C.Pereira, J.Verissimo, & P. Neijens (eds.), New trends in advertising research (Part 3, pp. 207-208). Lisboa: Sílabo.