Esta obra, Publicidad y cultura, revela la influencia que la comunicación publicitaria, como fenómeno social, ejerce permanentemente sobre la construcción de la cultura. La publicidad es, por una parte, identificadora de la cultura del contexto que la produce y, por otra, conformadora de una nueva sociedad en la que van surgiendo formas, valores, técnicas y elementos que generan a su vez distintos modelos de consumo y diferentes consumidores. Se convierte, así, en el eje principal alrededor del que giran los productos de consumo, las necesidades y deseos de los consumidores, los intereses económicos de la industria publicitaria y de una creatividad al servicio de la eficacia, las demandas del mercado, las aspiraciones y expectativas de los ciudadanos y, en definitiva, todo lo que configura las complejas sociedades actuales. El acercamiento interdisciplinar desde el que nace este trabajo psicológico, sociológico, histórico, económico, comunicacional, etc. le ofrecerá una visión global del fenómeno publicitario y de su dimensión cultural, dentro de la tradición y el rigor aceptado por la comunidad científica.

The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her book Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members' understanding of reality. On the basis of Hofstede's Five Dimensions, cultures and their characteristics are described. The reader learns about the behavior in different cultures and how cultural backgrounds impact buying decisions. With numerous practical illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the challenge of both approaches in strategy and execution in front of the cultural background. This book gives recommendations for successful global advertising on the basis of six different advertising approaches and their suitability to overcome cultural differences.

Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.

The demands of today’s society for greater specialization have brought about a profound transformation in the humanities, which are not immune to the competitive pressure to meet new challenges that are present in other sectors. Thus, lecturers and researchers in modern languages and applied linguistics departments have made great efforts to design syllabi and materials more attuned to the competences and requirements of potential working environments. At the same time, linguists have attempted to apply their expertise in wider areas, creating research institutes that focus on applying language and linguistics in different contexts and offering linguistic services to society as a whole. This book attempts to provide a global view of the multiple voices involved in interdisciplinary research and innovative proposals in teaching specialized languages while offering contributions that attempt to fill the demands of a varied scope of disciplines such as the sciences, professions, or educational settings. The chapters in this book are made up of current research on these themes: discourse analysis in academic and professional genres, specialized translation, lexicology and terminology, and ICT research and teaching of specialized languages.