Kulturella Dimensioner: och deras relevans vid tolkning av TV-reklam
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Title: Cultural dimensions
and their relevance in the interpretation of TV commercials
The purpose of this study has been to explain the cultural dimensions masculinity versus femininity
and individualism versus collectivism and see what their impacts on interpreting commercials are.
We also wanted to see if there are any other important aspects to consider when looking at the
interpretation of TV-commercials. To fulfill this purpose we also used this research question:
How are the cultural dimensions relevant when it comes to interpreting TV-commercials?
We used a qualitative approach when conducting this study. We found that the dimension
individualism versus collectivism seemed the most applicable, while the respondents’ a
the best to the highlighted theories. When looking at masculinity versus femininity the respondents’
answers were not as applicable to the highlighted theories, while it mostly reflected them as
individuals and showed little connection to their cultural background. We also saw a couple of other
factors that are important to consider when designing TV-commercials. How the language and the
music is interpreted is important to think about, while it can appear a lot of misunderstandings here
that interrupts the marketing message. How humor and symbols are interpreted is also important to
consider, while it can vary a lot between different cultures.
Place, publisher, year, edition, pages
2012. , 65 p.
Kulturella dimensioner, Hofstede, TV-reklam, kultur
IdentifiersURN: urn:nbn:se:lnu:diva-19415OAI: oai:DiVA.org:lnu-19415DiVA: diva2:530539
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
UppsokSocial and Behavioural Science, Law