THE ROLE OF WOMEN IN PRESERVING THE ROMANIAN IDENTITY IN LOCAL ADVERTISING

Journal Title: Challenges of the Knowledge Society - Year 2012, Vol 2, Issue 0

Abstract

The following paper intends to reveal the involvement of women into coining efficient communication campaigns for different product categories promoted on the Romanian market. Product consumption explicitly depends on target interests and social integration considering its division into two directions according to age groups (the old generation and the young, “new media generation”) after the 1989 Revolution. Our main purpose consists in identifying female profiles in Romanian advertising starting from Geert Hofstede’s theory. He created a fivedimension model (power distance, individualism/collectivism, gender of nations, uncertainty avoidance, long/short-term orientation) of national culture, by analyzing local and global brands, on the one hand, and different product categories (dairy, coffee and chocolate, drugs, banks and insurance, mobile phones, home appliances), on the other. This paper will apply the content analysis method, whose purpose is to reveal the Romanian identity promoted by the female characters of at least 50 TV commercials. In order to get a wealth of information, this study focuses on important aspects such as tradition, independence vs. involvement in family responsibilities, authority vs. subordination, living environment (city or countryside), as well as relationships with men and children. At the end of this research, we expect to reach two important goals. The first one is to establish a relationship between product categories, local identity, and the Romanian target, which is still in transition after the Anti- Communist Revolution. As for the second goal, we hope to discover some female patterns which are very well exploited in Romanian advertising based on cultural and social background. The hypothesis that strongly supports this research is that women have an essential role in preserving local identity, appealing to the Romanian consumer in commercials created especially for them.

Authors and Affiliations

MĂDĂLINA MORARU (BUGA)

Keywords

Related Articles

BREACHING AN INTERNATIONAL OBLIGATION-THE OBJECTIVE ELEMENT OF THE INTERNATIONAL RESPONSIBILITY OF THE STATE FOR INTERNATIONALLY WRONGFUL ACTS

The responsibility of states for internationally wrongful acts can be triggered in case two essential elements are cumulatively met, namely: the subjective element, the chargeability of the wrongful act and the objective...

CONTROVERSIES IN USING DERIVATIVES IN THE CONTEXT OF THE FINANCIAL CRISIS

As a phenomenon, risk is specific for any human activity. Following this logic, we can say that this concept is a constituent element in the definition given to the financial sector, investments and market competition. T...

PARLIAMENTARY OVERSIGHT IN ROMANIA, A GUARANTEE OF ACHIEVING SEPARATION OF POWERS IN THE STATE

This paper focuses on the dimension of the relationships between the Parliament and other state institutions in Romania (Government, chief of state, public administration authorities) from the point of view of the parlia...

METHODOLOGICAL PARTICULARITIES IN INVESTIGATING HOME LARCENY

The study below is meant to focus on the methodological particularities regarding the investigations concerning home larcenies. In the Romanian penal law, the simple or the aggravated theft as well as the other infringem...

EU CLIMATE POLICY FROM KYOTO TO DURBAN

The risks posed by climate change are real and its impacts are already taking place. The biggest challenge about climate change is that there is no one single answer, no one single solution. This characteristic, together...

Download PDF file
  • EP ID EP143195
  • DOI -
  • Views 201
  • Downloads 0

How To Cite

MĂDĂLINA MORARU (BUGA) (2012). THE ROLE OF WOMEN IN PRESERVING THE ROMANIAN IDENTITY IN LOCAL ADVERTISING. Challenges of the Knowledge Society, 2(0), 1911-1920. https://europub.co.uk/articles/-A-143195