Lost in translation: cultural differences in the interpretation violence in sport advertising Online publication date: Fri, 27-May-2005
by Steven J. Jackson, Hans Peter Brandl-Bredenbeck, Alistair John
International Journal of Sport Management and Marketing (IJSMM), Vol. 1, No. 1/2, 2005
Abstract: Transnational corporations and their advertising/marketing divisions face a number of problems as they seek to identify, gain access to and achieve success in the global marketplace. For example, how do transnational corporations ''go global'' and, in turn, how do they use the media and advertising as part of their competitive strategy? Likewise, how do global corporations localise, that is, how do they negotiate local/national cultures that may have different histories, regulations and cultural values? This study provides a cross-cultural analysis of how a selected set of controversial sport advertisements featuring violence were interpreted within three various contexts: Germany, Japan and New Zealand. The findings reveal that there are some shared understandings of the nature of violence but there are also some cultural differences among participants within the three nations in relation to how violence is perceived and interpreted within advertising.
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