Influence of Culture on Creative Strategy in Advertising: a Comparative Content Analysis between Egypt and Denmark in the Dairy Sector
Translated title
Term
4. Semester
Publication year
2023
Submitted on
2023-06-01
Abstract
This paper questions if culture has an effect on how creative strategies are utilized in terms of television advertisements in both Denmark and Egypt. It approaches this question through a content analysis, of which it makes multiple tests to strengthen its final conclusion. For instance, it concludes that the coders (categories), which are connected to culture, reveal that culture does in fact play a role, which influences the creative strategy utilization. However, one of the coders shared a great similarity between Denmark and Egypt.
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