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Project: Interkulturelle Kommunikation: Die Wirk...

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Title:	Interkulturelle Kommunikation: Die Wirkung von emotionalen und informativen Appellen in der internationalen Werbung
Description:	Das Projekt interkulturelle Kommunikation beschäftigt sich mit der Wirkung von unterschiedlichen Werbeappellen in verschiedenen Kulturen. Verglichen wird die Wirkung eines „hard appeals“ (informative Werbung, in der die Vorzüge des Produktes gegenüber anderen Produkten hervorgehoben werden) mit der Wirkung eines „soft appeals“ (emotionale Werbung, die auf Informationen zu Produkteigenschaften verzichtet). Basierend auf der Kulturtypologie der GLOBE-Studie von House et al. (2004) werden unterschiedliche Länder selektiert. Es werden u.a. empirische Untersuchungen in den USA, Japan, Deutschland, Frankreich, Spanien und Österreich durchgeführt.
Keywords:	Werbung, Soft selling appeal, Interkulturelle Kommunikation, Hard selling appeal

Title:	Intercultural Communication: The effects of hard and soft selling appeals in international advertisements
Description:	comes soon
Keywords:	Soft selling appeal, Intercultural Communication, Advertising, Hard selling appeal

Short title:	n.a.
Period:	01.01.2008 - 01.01.2012
Contact e-mail:	-
Homepage:	-

Employees

Role

Time period

(internal)

Project leader

01.01.2008 - 01.01.2012

Assignment

Organisational unit

Fakultät für Sozialwissenschaften

Categorisation

Project type	Current focus of work
Funding type	Other
Research type	Experimental development Applied research
Subject areas	5917 - Communication science * 5338 - Science of advertising *
Research Cluster	No research Research Cluster selected
Gender aspects	20%
Project focus	Science to Science (Quality indicator: n.a.) Classification raster of the assigned organisational units: Institut für Medien- und Kommunikationswissenschaft
working groups	No working group selected

Funding

No available funding programs

Cooperations

Organisation

Address

5500 Campanile Dr
US - 92182 San Diego

Ciudad Universitaria de Cantoblanco
ES - 28049 Madrid

Research activities

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Projects	No related projects
Publications	Global consumer culture and advertising excecution: a multi-country comparison Global consumer culture and advertising excecution: a multi-country comparison (2010) S. Diehl Proceedings of the 9th ICORIA, Madrid No Publisher selected to publication A Multicountry Advertising Research Framework: Lessons learned from Testing Global Consumer Culture Positioning A Multicountry Advertising Research Framework: Lessons learned from Testing Global Consumer Culture Positioning (2011) S. Diehl Advances in International Marketing Emerald Group Publishing Limited to publication A Procedure for the Development of Fictitious Advertisements in Multi-country Research: Crafting Messages with Hard-sell and Soft-sell Appeals A Procedure for the Development of Fictitious Advertisements in Multi-country Research: Crafting Messages with Hard-sell and Soft-sell Appeals (2011) S. Diehl Breaking New Ground in Theory and Practice. No Publisher selected to publication
Events	No related events
Lectures	Factors Influencing Consumer Attitudes toward Non-Prescription Drug Advertising Factors Influencing Consumer Attitudes toward Non-Prescription Drug Advertising B. Müller, S. Diehl, R. Terlutter Berlin, Germany since 24.06.2011 To Lecture The Influence of Gender on Consumer Responses to Soft-Sell Ads: A Comparative Study of High versus Low Context Cultures The Influence of Gender on Consumer Responses to Soft-Sell Ads: A Comparative Study of High versus Low Context Cultures S. Diehl Berlin, Germany since 24.06.2011 To Lecture