Linguistic and Cultural Adaptation of European Brands' Advertisements in the Greek Market: A Study of Cosmetics and Automobile Industries.
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2023-04-07
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en
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The present study results from a gap in the literature concerning the linguistic analysis of video ads in Greece and the analysis of cross-cultural ads targeted to the Greek audience. This study examined multilingual video ads, using English and Greek, targeted to the Greek audience. Moreover, it researched if European brands' video ads are culturally adapted to Greek culture. A sample of video ads was collected by YouTube channels targeted to Greece only. Twenty video ads were analyzed from two industries; ten were from Cosmetics ads, and ten were from Automobile ads. The research focused on identifying if the video ads presented in Greece are adapted culturally to the local values and what are the language preferences between English and Greek. The results showed that English is widely present in the ads, however, Greek is the dominant language. The second part of the study confirmed that the video ads examined are culturally adapted to the Greek culture, except in some cases. Future research is needed to ensure the generality of the present study.
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