TY  - JOUR
AB  - This paper presents the findings of a survey of television advertisements broadcast on French and UK television channels. The findings show that advertisements which have elements common to both countries are still very much the minority. An analysis of the underlying spirit of national and partially standardised advertisements highlighted the difference in advertising styles between the two countries. UK advertisements continue to rely on humour or straightforward information, where their French counterparts rely on a dreamlike advertising style. These differences appear to be rooted in the individual national cultures and would seem to preclude the possibility of standardised cross‐cultural advertising for the majority of products in the short‐term.
VL  - 15
IS  - 4
SN  - 0265-1335
DO  - 10.1108/EUM0000000004537
UR  - https://doi.org/10.1108/EUM0000000004537
AU  - Whitelock Jeryl
AU  - Rey Jean‐Christophe
PY  - 1998
Y1  - 1998/01/01
TI  - Cross‐cultural advertising in Europe: An empirical survey of television advertising in France and the UK
T2  - International Marketing Review
PB  - MCB UP Ltd
SP  - 257
EP  - 276
Y2  - 2024/04/18
ER  -