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    STUDIA PHILOLOGIA - Issue no. 2 / 2015  
         
  Article:   CULTURAL COMMUNICATION IN EUROPEAN ADVERTISING: ADDRESSING IDENTITY THROUGH THE “MADE-IN” EFFECT.

Authors:  MUDURE-IACOB IOANA.
 
       
         
  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. 

Key words: advertising, communication, made-in effect, multiculturalism, identity, discourse
 
         
     
         
         
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