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| Author: | Angelopoulou, E. Stergiou, D. |
| Title: | Standardisation versus Adaptation in Cosmetic and Perfume Advertising: A Content Analysis of Magazine Ads |
| Journal: | Journal of International Selling and Sales Management
2002 : VOL. 8:2, p. 55-61 |
| Index terms: | COSMETICS INDUSTRY ADVERTISING PERFUMERY INDUSTRY ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | The concept of standardisation has probably created more divergent arguments the past decades than any other issue in the arena of international advertising. At the risk of oversimplification, however, the authors would argue that there is a modicum of agreement between the parties to the dispute, to the effect that standardized advertising is appropriate for some products, under certain conditions. In light of this argument this paper examines whether the type of product being promoted influences the usage of standardisation across two different European countries. For the purpose of this case, advertising for two self- projecting products (perfumes and cosmetics) was content-analysed in UK and Greek editions of Cosmopolitan. |
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