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Данная работа посвящена изучению особенностей адаптации зарубежной рекламы для России и специфику ее восприятия. Исследованы особенности стандартизации и адаптации зарубежной рекламы. Изучены особенности адаптации иностранной рекламы для русского потребителя на примере компании Coca-Cola. Рассмотрено, как адаптируется зарубежная реклама для разных категорий товаров (духи, напитки, еда, автомобили). Предоставлены рекомендации по адаптации зарубежной рекламы в России.
This work is devoted to the study of adaptation features of foreign advertising for Russia and the specifics of its perception. The features of standardization and adaptation of foreign advertising are investigated. The features of adaptation of foreign advertising for the Russian consumer were studied using the example of Coca-Cola. It is considered how foreign advertising is adapted for different categories of goods (perfumes, drinks, food, cars). Recommendations on the adaptation of foreign advertising in Russia are provided.
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