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Cross-Cultural Attitude to Advertisement: A Сase Study of University Students in Angola, Brazil and Russia

Graça de Fátima
Иностранные языки и коммуникативные технологии
Институт базового образования (ИБО)
Кафедра иностранных языков и коммуникативных технологий
Академическая группа
Научный руководитель
PhD, Associate Professor Kuznetsov A.N.
Название тезиса
Cross-Cultural Attitude to Advertisement: A Сase Study of University Students in Angola, Brazil and Russia

Globalization has led to different opinions and approaches to solving different problems. Most of these problems are perceived differently because of cultural discrepancies. Every culture presents its own traditions, beliefs, values and behaviors. This research aims to approach the issues of cultural differences, and how it can influence advertisements. The researcher has decided to choose university students as her target audience. The research question here would read as: ‘How do cultures of university students in Angola, Brazil and Russia determine their perception of advertisements?’ The research objectives are: (1) to evaluate how students with different cultural background perceive advertisement; (2) to investigate the influence culture has on advertisement content and format.

Within the first objective, the researcher will deal with two levels of variables: Angola and Brazil share the same language, i.e. Portuguese, and still different cultures; thus, in the current research they will be referred to as ‘L-homogenous’ and ‘C-heterogeneous’. It is also worth mentioning that both countries feature diversity of minority languages which impact their type of Portuguese. Russia speaks a different language, which makes it both ‘C- and L-heterogeneous’ as compared to the other two countries.

When it comes to the advertisement and the communication tools, we are referring mostly to television commercials and video clips, printed material, promotion products with the brand name, etc. The objective is to reveal the difference between them in the specific countries we have chosen, and how an international company modifies them, in what way and what it takes into account. With our short but important research journey, we are going to answer the research question and contribute to the academic and business community by reaching the research goal. The researcher uses the quantitative approach, where intensive and structured simplified questionnaires have been circulated through the social networks in Brazil, Russia and Angola. To eliminate the issue of bias, only university students have been invited to participate. The sample size is 100, 80 and 50 for Russia, Brazil and Angola respectively. The first results of the analysis are expected in May, 2017.