| Abstract [eng] |
In a times of international business, market economy and globalization, it‘s became necessary to evaluate the cultural aspects that are often difficult to calculate, but having a significant impact on both consumer and corporate behavior. Advertising in international markets is a constant challenge for marketing professionals, operating in the global market. Problems arise when cultural borders are crossed, because each culture is different and defined by specific differences between its members, their understanding, values and attitudes. Consequently, international advertisers need to understand the differences that currently exist between different cultures in advertising. The object – advertising messages. The purpose of the work – after examining theoretical aspects of cultural differences and adverstising messages, to make the identification of their interfazes and and create and empirically verify the model of advertising message and the cultural differences between in respect of Lithuania‘s, Great Britain‘s and Bulgaria‘s cultures . Tasks to achieve the purpose: 1. To disclose the nature of cultural differences and to analyze the cultural elements and dimensions. 2. To disclose the key aspects of advertising, to define the concept of an advertising message and to analyze the decisions of the advertising messages implication. 3. To develop the model of cultural differences and advertising messages interface and analyze it. 4. Empirically verify the developed theoretical model in Lithuania, Bulgaria and Great Britain, by making the comparative analysis of advertising messages. The methods: scientific literature analysis and content analysis. Results achieved: from the theoretical point of view analyzed and systemized scientific literature about the culture, its elements and dimensions, pointed out the importance of advertising message and it‘s elements in the context of advertising and developed the model of cultural differences and advertising me intreaction. From the practical point of view developed theoretical model teste in Lithuania, Great Britain and the Bulgaria. |
