Research Project at the University of Luton - Intercultural Communication Research Group.

A Comparision of Cultural Values in Television Advertising
in the United Kingdom, the Netherlands and Germany.

This research project looks at the cultural values/appeals found in television advertising (commercials) on the main television stations in the United Kingdom, the Netherlands and Germany. It analyses and compares the values/appeals, information content and creative strategies used to market products in these three countries - and links those to the cultural dimensions of these countries.Although the countries are often considered culturally relatively close, the values/appeals reflected in the commercials is relatively distinct, and frequently quite different.

Please remember, this project is ongoing. Please check back frequently for updates. Your comments, thoughts and suggestions are very welcome. Please e-mail them to: stephan.dahl@luton.ac.uk

Introduction
A general look at the research project

Rationale
Why the project, and why is it significant

Conceptual Background & Definitions
A look at values, appeals and advertising

Previous Research
- Communication & Culture
- Hofstede, Hall, ... and other Cultural Dimensions research, and their relevance to this project
- Advertising and Appeals
- A look at various previous research done comapring advertising in different countries

Aims & Objectives
What this project aims to do, and hopes to achieve

Procedure
How the data is collected and analysed

Work Done So Far & Initial Analysis
What has been done, and what has been found.

Further Work and Direction of Research
What needs to be done...

Bibliography
A list of references relevant to this project

Download the report as PDF
Download Appendices/Tables as PDF
Download Bibliography as PDF