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Cultural Problems in Adopting Foreign Advertising Campaigns on the Polish Market

Marcin Lipowski and Magdalena Barchacka
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Marcin Lipowski: Maria Curie-Sklodowska University, Poland
Magdalena Barchacka: Maria Curie-Sklodowska University, Poland

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Abstract: The aim of this paper is to examine how Polish people perceive advertisements which are presented on Polish TV but are directed to the global consumer. Generally, respondents try to omit as many advertisements as possible. Advertisements that irritate most of the people are the ones that are loud and are constantly repeated on TV. On the contrary, what attracts attention in advertisements is an interesting story and lots of action. Standardisation in advertising is questioned due to cross cultural differences. The survey shows that most of the respondents notice the fact that advertisements shown on Polish TV are foreign. Some factors affect the perception of advertising and are caused by cultural distance, different lifestyle or role models of man and woman. Western lifestyle is perceived as a faster and more promiscuous one. The way the family is presented in foreign ads differs from a typical Polish family. It can be concluded that generally slight cultural differences in perception of foreign advertising campaigns appear but the Polish society becomes a part of an international globalised market.

Keywords: advertising; standardisation; Polish consumer; cross-cultural differences; TV advertising (search for similar items in EconPapers)
Date: 2013
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