ABSTRACT
SUMMARY. The aim of this research is to determine the main features in which the Czech and French advertisements are similar and in which they differ. The study concerns the content analysis of 577 printed advertisements published in the 10 most representative magazines in the Czech Republic and France. The five largest categories of magazines in terms of their focus are represented as follows: women, men, businesses, seniors and juniors. The results show some noticeable divergences in the basic structure and content of advertising, such as the size, the presence of children or elderly people, the number of product features and the indication of prices. Some convergences appear as well, such as the human presence, the use of testimonies and/or celebrities and the mention of the brand only. These results open up new possibilities for future research in order to verify the key factors, which advertisers could standardize or adapt for their advertising campaigns. doi:10.1300/J037v16n01_10 [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: <docdelivery@haworthpress.com> Website: < https://www.HaworthPress.com > © 2006 by The Haworth Press, Inc. All rights reserved.]
