A review of five articles that demonstrate the challenges of American companies advertising in Western Europe.
Written in 2008; 1,208 words; 4 sources; APA; $ 41.95
Paper Summary:
The paper reviews five articles on the topic of Europeans using US-developed advertising techniques for European audiences and American companies developing their own approach to advertise to Europeans. The paper looks at "Counter-attacking the Kremlin" by The Economist, "Marketers Have Eyes on the 'Third Screen' by Pfanner, "Direct-to-Consumer Advertising Debated in the United States and European Union" by Guthrie, "'Culture' and the Limits of Innovation in Marketing" by Ernest Dichter and "Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s" by Schwarzkopf. The paper highlights the cultural insecurity of the European Union and shows how advertising freedoms in the US can be viewed as threatening in Europe.
Outline:
Introduction
"Counter-attacking the Kremlin"
"Marketers Have Eyes on the 'Third Screen'
"Direct-to-Consumer Advertising Debated in the United States and European Union"
"'Culture' and the Limits of Innovation in Marketing"
"Motivation Studies and Psychoanalytic Consumer Research in Great Britain, 1950s--1970s"
Analysis and Recommendations
From the Paper:
"We take our advertising freedoms in America for granted. In Russia, the non-governmental media outlets have been shut down one after another. There is only one major private media outlet left as of the time of this Economist article: New Times. The brave editors of this newspaper have persisted despite Kremlin-directed assassinations of journalists, persecution of media editors, and revocation of the licenses of those who are not willing to toe the Kremlin's political line.
"The point of the Economist article is that Europeans have, for the most part, attempted to assuage the Kremlin by turning in the other direction as anti-democratic press suppression is taking place at their doorstep. Appeasement isn't working, says the Economist."
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