Details
| Title | Advertising in different cultural backgrounds (on the example of Chinese and Russian advertising): выпускная квалификационная работа магистра: направление 42.04.01 «Реклама и связи с общественностью» ; образовательная программа 42.04.01_06 «Реклама и коммуникации в международной сфере (международная образовательная программа) / Advertising and PR in International Communications (International Educational Program)» |
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| Creators | Чжао Сюэчжоу |
| Scientific adviser | Танова Анна Гераклитовна |
| Organization | Санкт-Петербургский политехнический университет Петра Великого. Гуманитарный институт |
| Imprint | Санкт-Петербург, 2024 |
| Collection | Выпускные квалификационные работы; Общая коллекция |
| Subjects | cultural differences; emotional expression; media choice; consumer preferences; cross-cultural; marketing |
| Document type | Master graduation qualification work |
| File type | |
| Language | Russian |
| Level of education | Master |
| Speciality code (FGOS) | 42.04.01 |
| Speciality group (FGOS) | 420000 - Средства массовой информации и информационно-библиотечное дело |
| DOI | 10.18720/SPBPU/3/2024/vr/vr24-6512 |
| Rights | Доступ по паролю из сети Интернет (чтение, печать, копирование) |
| Additionally | New arrival |
| Record key | ru\spstu\vkr\33129 |
| Record create date | 8/29/2024 |
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| Group | Anonymous |
|---|---|
| Network | Internet |
This article delves into the advertising performance and innovative strategies of China and Russia within their unique cultural contexts, providing a detailed analysis of how cultural traditions shape the advertising practices of both countries. Through systematic comparative research, it uncovers how local cultural factors such as Confucianism and communist heritage are integrated into Chinese and Russian advertising creativity. The article explores how these cultural elements significantly influence content selection, visual performance, and communication strategies in advertising.
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| ILC SPbPU Local Network | All |
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| Internet | Authorized users SPbPU |
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| Internet | Anonymous |
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