CULTURAL COMMUNICATION IN EUROPEAN ADVERTISING: ADDRESSING IDENTITY THROUGH THE “MADE-IN” EFFECT
CULTURAL COMMUNICATION IN EUROPEAN ADVERTISING: ADDRESSING IDENTITY THROUGH THE “MADE-IN” EFFECT

Summary/Abstract: Cultural Communication in European Advertising: Addressing Identity through the “Made-In” Effect. Nowadays expansion of advertising in European markets is primarily a matter of economic development and a proof of market heterogeneity. Even if the European space consists of a common identity, the communication process is hardly a homogeneous entity. In this respect, the paper will analyze the framework of advertising representation towards European customers and the premises that allow a cultural discourse to cover distinct values and norms. Having decided upon the framework of reference, it is salient to discuss the relevance of the “made-in effect” that producer countries instill when advertising products in European markets.

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