出版社：Forschungsstelle für Interkulturelle Kommunikation
摘要：The effectiveness of multi-cultural advertising depends on the extent to which the message is understood in other cultures. Successful international advertising presumes a knowledge of the specific social, cultural and communicative conditions in foreign countries.
This paper considers the role played by cultural differences in advertising reception and customer behaviour in Hungary and (West)Germany. With the help of examples from the field of marketing, values, norms, customs, taboos and the role of language and stereotypes in advertising are discussed in order to show how these elements of culture influence the content and design of advertisements.
