C/M/17. BA Dissertation. Advertising as reflection of socio-cultural differences.

This thesis is about integration of culture and advertising in Russia and Britain . These two countries have always had different cultures and lifestyles. However at the moment many products and services, sold in these countries are similar, thus it is very important for advertisers to know which adverts could be used in both of these countries without vast modifications, to save money. Further in this work cultural differences will be analysed using two comparative models: Hofstede's five dimensions of and model of analysing people's values, which was developed by Farid Elashmawi and Philip R. Harris in 1990. Integration of these models allows achieving best possible results. On the basis of these frameworks primary research took place. Further in this work analysis of findings will take place, which will explain vast cultural differences and similarities between UK and Russia. Section 7 will be analysing three TV commercials, which were recently run in UK and Russia. The purpose of it is to derive cultural values, on which advertisers are stressing upon. Finally to answer the last research question analysis of cultural differences and advertising will take place, suggesting what kind of commercials could be used both in these countries i.e. what cultural values should be stressed upon. This will enable companies to save resources and gain the maximum of brand recognition and familiarity.