Comparing the German and Japanese culture by focusing on advertising

Eine Seminararbeit zum Thema:

"Comparing the German and Japanese culture by focusing on advertising - Standardisation or the need for adaptation"

Inhaltsverzeichnis:

List of figures.................................................................................... 3  

1. Introduction.................................................................................. 4  

1.1 Problem Statement................................................................. 4

1.2 Target of the assignment........................................................ 4

2. Theoretic projection of culture..................................................... 5  

2.1 Definition of culture............................................................... 5

2.1.1 Germany: Facts and Culture...................................... 6

2.1.2 Japan: Facts and culture............................................ 7

2.2 Hofstede´s cultural dimensions.............................................. 8

2.2.1 German dimensions................................................. 10

2.2.2 Japanese dimensions............................................... 11

3. Cultural differences in advertising............................................. 13  

3.1 Definition of advertising...................................................... 13

3.2 Forms of advertising............................................................ 14

3.2.1 Newspapers............................................................. 14

3.2.2 Magazines................................................................ 14

3.2.3 Radio....................................................................... 15

3.2.4 Television................................................................ 15

3.2.5 Internet.................................................................... 16

3.3 German advertising.............................................................. 16

3.4 Japanese advertising............................................................ 17

3.5 Case Study: Comparison Japanese and German advertising 19

4. Standardisation vs. Adaptation................................................. 22  

4.1 Introduction......................................................................... 22

4.2 Standardisation.................................................................... 22

4.3 Adaptation........................................................................... 23

5. Conclusion................................................................................... 24  

References........................................................................................ 26  

Declaration in lieu of oath.............................................................. 31