Culture at Work: A Comparative Analysis of Advertising for New York Fashion Week and Paris Fashion Week
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Date
2020
Authors
Howe, Skyler Rose
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This paper examines the use of the Country of Origin Effect and cultural branding in advertising by comparing country-specific cultural features and content from New York Fashion Week and Paris Fashion Week. This study also seeks to identify how cultural differences are portrayed in marketing and how advertisers use this information to influence audiences. The promotional material that was analyzed came from a variety of sources, including social media posts and out-of-home advertising campaigns. This study concludes that though a product’s country and culture of origin is often important in its marketing, and that cultural differences between countries are displayed in the global advertising market, the culture of an industry can in some cases supersede the Country of Origin Effect.
Description
49 pages
Keywords
Advertising, Fashion, Culture, French, American, United States, France, Fashion Week