Réception des publicités des marques allemandes en France et celle des marques françaises en Allemagne : essai sur l'évolution des stéréotypes dans le secteur automobile.

Abstract : This research aims to analyze the influence of culture on the production and reception of television advertisements of French automobile brands in Germany, and that of German automobile brands in France. To answer this research question, we were inspired by two main studies on cultural differences: Edward T. Hall’s high and low context cultural factors and two of Hofstede's cultural dimensions, masculinity-femininity and collectivism-individualism. To answer our research question, we divided our research into two main parts: production and reception. For the production, we made a discourse analysis of the advertisements at the transnational and local level (message, characters, places of action, stereotypes). We found two results that attest to the influence of the culture of the brand's country of origin and that of the country where the advertisement will be televised. For the reception analysis, we established a qualitative survey of a sample of French and German students, three results appeared. The first ones confirm the impact of culture on reception. The second supports the homogenization of advertising discourse, that is to say the conception of a single consumer. And the third reflects the influence of the culture of the country of origin on the attitude towards the advertisement and the brand
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Flora Mekui. Réception des publicités des marques allemandes en France et celle des marques françaises en Allemagne : essai sur l'évolution des stéréotypes dans le secteur automobile.. Sciences de l'information et de la communication. Université Clermont Auvergne, 2017. Français. ⟨NNT : 2017CLFAL020⟩. ⟨tel-01963427⟩

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