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Global Imagery in Online Advertisements
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Hynes, Geraldine E.; Janson, Marius – Business Communication Quarterly, 2007
A well-designed online advertisement is essential for effective communication with potential customers and contributes to successful e-commerce. However, creating online sales messages that appeal to a broad range of cultures can pose unique challenges. Internet ads must offer both a globally appealing and a culture-specific message that in turn…
Descriptors: Intercultural Communication, Cultural Relevance, Business Communication, Computer Mediated Communication