Cross-cultural advertising in Europe

Article Abstract:

The standardized approach to advertising in Europe remains confined to few products. A survey of television advertisements in France and United Kingdom revealed that majority of goods advertised through the standardized approach were directed at particular segments. Most European advertisers believe that customization of advertisements plays a significant role in the region's advertising industry.

Social aspects, Europe

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Sex role portrayal in television advertising: a comparative study of Singapore and Malaysia

Article Abstract:

Companies have long used men and women to advertise their products and services. However, men and women are often inaccurately portrayed in advertisements. Men are usually seen as brimming with machismo while women are presented as simple housewives who do not much apart from household chores. The portrayals of men and women in television advertisements in Singapore and Malaysia are compared.

Singapore, Demographic aspects, Malaysia, Sex roles, Sex role in advertising

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