How French Advertising Professionals Develop Creative Strategy
通过对法国创意总监的深度访谈、机构文件分析和广告影像记录，揭示了法国广告的四个本土特征：诱惑、奇观、爱情和幽默，并为美国企业进入法国市场提供建议。
Abstract Content analyses of French advertisements have shown French advertising to be markedly different from American advertising. A qualitative study of French advertising through in-depth interviews with creative directors, analysis of agency documents, and photographic documentation of French advertising revealed four emic descriptors—la séduction, le spectacle, l'amour, l'humour—that characterize French advertising. Suggestions are made for American manufacturers who want to advertise to the French market and implications are drawn for future research in describing the advertising of a particular culture.