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            4. Danish advertising – cultural value analysis

4. Danish advertising – cultural value analysis

            4.5. Executional strategy

Danish advertising – cultural value analysis: Executional strategy

Executional strategy represents another aspect studied by cross-cultural research on advertising. The purpose is to discover the kind of techniques and procedures preferred for the delivery of the message. A first distinction has been operated by Wells [28] who pointed out two main techniques of execution: description (or narration) versus drama. This dichotomy became a tool of investigation for many researchers, who eventually preferred to use sometimes a different terminology. Especially the first term of the distinction “narration” could be problematic: it refers to an indirect symbolic strategy while description of product is equivalent to what have been analysed by other authors as a direct approach, hard-sell proposition, etc.

For the purposes of the present paper a more fine classification has been choosed, suggested by Simon (1971) and used by Rita Martenson (1987) [29] for a content analysis of Swedish and American commercials. Such method takes into account communicative styles, linguistic registers or other possible semiotic codes. The list includes 11 options which are presented in a table in appendix 5. The table below shows the results:

Strategy Ratio
Motivation with psychological appeals31,37%
Symbolic assertion21,56%
Brand familiarisation15,68%
Habit sharing7,84%
Repeated assertion

One of the items present in the list, namely repeated assertion which is a very strong version of the direct approach did not occur at all. This will support hypothesis number 5 formulated above, according to which strong direct approaches were expected to occur less. Obligation and command are again strong versions of the direct approach, while information is the rational variant, which often takes the form of a rather impersonal description.

The first two highest scores have been obtained for two symbolic approaches, using emotional appeals. The next two values account for rational approaches such as brand familiarization and argument. The results are very close to previous research. In 1998 Marianne Figge, using a different grid of analysis (but translations are possible between her grid the list used here) obtained the highest score for drama (20%), product information (18%) and slice-of-life (14%). It is important to note that the score of symbolic assertion depends highly on a specific subcategory of products, namely entertainment audio CD.

A correlation with the results obtained in the previous section for cultural values would prove how atypical this period of year is, and how the high presence of a specific product category could determine same high scores for specific values associated with it and especially for executional strategies. The constant association with symbolic assertion can be also related to the nature of the product, which is already an artefact, an aesthetic product and does not allow for a very generous range of executional options.

[28] Wells W.D. (1988), Lectures and dramas. Cognitive and Affective Responses to Advertising, in Cafferata & Tybout, Lexington, MA, Heath.
[29] Martenson Rita (1987) Advertising Strategies and Information Content in American and Swedish Advertising. A Comparative Content Analysis in Cross-Cultural Copy Research, in International Journal of Advertising, (6), 133-144.

Copyright©2002 Gabriela SAUCIUC, all rights reserved. The author's written consent is required in order to reproduce any part of this article. Free to use in Search Engines.

Introduse de Gabriela Sauciuc:

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