search query: @indexterm culture marketing / total: 9
reference: 7 / 9
| Author: | Six, I. |
| Title: | What language sells: Western advertising in Russia |
| Journal: | Journal of Language for International Business
2005 : VOL. 16:2, p. 1-12 |
| Index terms: | Advertising Culture marketing Languages Russia |
| Language: | eng |
| Abstract: | This article examines the main reasons why Western advertising has, to date, been so poorly received in Russia. The writer points out the principles for successful advertising in Russia. The advertisement must tell a story, appeal to the Russian soul, and build on verbal, not visual, icons. |
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