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Kulturella Dimensioner: och deras relevans vid tolkning av TV-reklam
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]


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

nswers fitted

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.
Keyword [sv]
Kulturella dimensioner, Hofstede, TV-reklam, kultur
National Category
Business Administration
URN: urn:nbn:se:lnu:diva-19415OAI: diva2:530539
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2012-06-20 Created: 2012-06-03 Last updated: 2012-06-20Bibliographically approved

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Henriksson, JennieMardan, Sandra
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