Influence of Culture on Creative Strategy in Advertising: a Comparative Content Analysis between Egypt and Denmark in the Dairy Sector
Authors
Sømark, Johnny ; Aly, Hader Hisham Abdelfattah Abdelazim
Term
4. Semester
Publication year
2023
Submitted on
2023-06-01
Abstract
This thesis examines whether culture shapes how creative strategies are used in television advertising in Denmark and Egypt. To address this question, it conducts a content analysis—systematically reviewing ads and coding their features into predefined categories—and applies several tests to support the conclusions. The analysis shows that culture plays a role: categories linked to cultural aspects indicate differences that affect how creative strategies are applied. At the same time, the study notes that one category was very similar in both countries. Overall, the results suggest that while cultural context influences creative choices in TV ads, some elements may cut across cultures.
Dette speciale undersøger, om kultur former måden, kreative strategier bruges i tv-reklamer i Danmark og Egypten. For at belyse spørgsmålet gennemfører det en indholdsanalyse—en systematisk gennemgang af reklamer, hvor indholdet kodes i forhåndsdefinerede kategorier—og anvender flere tests for at styrke resultaterne. Analysen viser, at kultur spiller en rolle: Kategorier, der er knyttet til kulturelle aspekter, peger på tydelige forskelle, som påvirker brugen af kreative strategier. Samtidig bemærker studiet, at én kategori var meget ens i de to lande. Samlet peger resultaterne på, at kulturel kontekst påvirker kreative valg i tv-reklamer, selv om nogle elementer kan gå på tværs af kulturer.
[This apstract has been rewritten with the help of AI based on the project's original abstract]