The role of culture in the adapted approach to international advertising: implications for the 1996 Atlanta Olympic Games, 1995

Abstract

The purpose of this dissertation was to investigate the attitudes of business and advertising executives, civic leaders, and individuals towards the perceived role of standardized or adapted international advertising appeals in promoting the 1996 Atlanta Centennial Olympic Games. The study was descriptive in design and used both secondary and primary data. The findings suggest that the 1996 Olympic Games should be advertised in other countries using culturally meaningful themes adapted to reflect the aesthetics, language, customs and educational level of the target audience. Conversely, Olympic advertising themes should not contain religious messages or be standardized. These findings carry implications for the International Olympic Committee, the World Cup Soccer Federation, Tourists Boards, Convention Bureaus, Chambers of Commerce, as well as scholars and practitioners who wish to advocate employing adapted or standardized advertising messages to culturally diverse target audience