Achtung! The information processing of foreign words in advertising

Article Abstract:

The ability of foreign expressions to enhance the impact of advertising on monolingual audiences was examined using the information processing approach. Results revealed that foreign expressions help enhance consumers' enjoyment, perception, recognition and memory of an advertisement. For their use to become highly effective, foreign expressions should be perceived as distinctive, understandable and capable of improving consumers' knowledge of the products being advertised.

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Advertising in Ukraine: cultural perspectives

Article Abstract:

This study provides an analysis of advertising in Ukraine. The study employs an empirical approach, followed by a descriptive analysis based upon a cultural studies approach. To lay a foundation the authors initially address the historical aspects of advertising.

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International advertising strategies of multinational enterprises in the Middle East

Article Abstract:

A new study investigates the amount to which advertising strategies are standardised for a sample of multinational companies active in Middle Eastern markets. It is shown that, in most cases, the companies follow the strategies of their home market.

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