Advertising practices for self‐image projective products in the New Europe: a print advertising content analysis
Abstract
Analyses the advertising content of three self‐image projective products (perfume, cosmetics, and women′s apparel) in the UK, German, French, Spanish, and Italian editions of Vogue magazine. Tests for the degree of standardisation versus localisation of the advertising of these products. Suggests that marketers/advertisers standardise perfume advertisements to a greater degree and apparel to a lesser degree.
Keywords
Citation
Seitz, V.A. and Johar, J.S. (1993), "Advertising practices for self‐image projective products in the New Europe: a print advertising content analysis", Journal of Consumer Marketing, Vol. 10 No. 4, pp. 15-26. https://doi.org/10.1108/07363769310054277
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited