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- en beskrivande studie
ABSTRACTTitle: Cultural dimensions? and their relevance in the interpretation of TV commercialsThe purpose of this study has been to explain the cultural dimensions masculinity versus femininityand 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 theinterpretation 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 dimensionindividualism versus collectivism seemed the most applicable, while the respondents? answers fittedthe 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 asindividuals and showed little connection to their cultural background. We also saw a couple of otherfactors that are important to consider when designing TV-commercials. How the language and themusic is interpreted is important to think about, while it can appear a lot of misunderstandings herethat interrupts the marketing message. How humor and symbols are interpreted is also important toconsider, while it can vary a lot between different cultures.