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- W2246034471 abstract "Intercultural advertising : reflections on an aspect of communication Communicating through texts and images appearing in a certain type of advertising may be an interculturally significant act. This presentation studies the relationship « message-medium » pertinent to this type of advertising in which form is as important as content or message, and which makes use of cultural and intercultural archetypes and stereotypes. The analysis combines a theoretical-deductive approach with an empirical approach following a survey of students’ reactions to advertising appearing in mainstream French and American magazines." @default.
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- W2246034471 date "1996-01-01" @default.
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- W2246034471 title "La publicité interculturelle : réflexions sur un aspect de la communication" @default.
- W2246034471 doi "https://doi.org/10.3406/apliu.1996.958" @default.
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