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Videocast as a Reflection of Cross-Cultural Communication. Advertising International Brands: Case Study

Student: Ekaterina Deryagina

Supervisor: Elena Lutkova

Faculty: School of Foreign Languages

Educational Programme: Foreign Languages and Intercultural Communication (Bachelor)

Final Grade: 10

Year of Graduation: 2020

The rapid globalization of the world influences all the spheres of people’s lives; meanings and opinions are conveyed through various sources and tools, for instance, with the use of videocasts. Video materials are globally used to promote products and services, and international companies understand the need to adapt their marketing strategies to fit cultural realities to successfully advertise their products. The currently existing research papers on cross-cultural analysis of commercials are mainly dedicated to the analysis of visual materials created by brands for local population of origin country, while the present paper intends to reveal how an international brand can adjust their advertisements to various cultural realms and whether such strategy remains relevant on modern narket. This paper aims to analyze the effect of cultural diversity on the marketing sphere, the creation of video advertisements by the same international brand for different regions in particular. To reveal the patterns, primary and secondary data were collected and the qualitative data analysis approach was employed: video materials were divided into several categories: primary category of brand and sub-categories of topic and target territory. The main domains applied to conduct the analysis were Nisbett’s analytical versus holistic approach and Hofstede’s cultural dimensions.

Full text (added May 14, 2020)

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