IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Global and Local Features in Romanian Commercials broadcast at Christmas Time

Listed author(s):
  • Mădălina MORARU (BUGA)


    (University of Bucharest)

Registered author(s):

    This article aims to research how global and local brands managed their image according to traditions and values shared by Romanian target during the Christmas Holiday, a special time for everyone all over the world. Our research focuses on TV ads broadcast (40 spots) in Romania in December 2010, namely winter campaigns developed before Christmas and dedicated to the Christmas spirit. The questions we will answer in the following study regard some important aspects such as: which product categories and brands use this special time of the year to get closer to the consumers’ life, which values are promoted by these brands, which characters and heroes of the commercials better express these values, which Christmas symbols are emphasized and what is the balance between global and local features in these campaigns. We are interested to see how brands mark out this special time of year, according to two important criteria: their strategic global values, on the one hand, and the consumers’ insight strongly influenced by tradition and local events, on the other hand. The research method applied here is the content analysis. We defined it based on previous values (product categories, brands, values, symbols, advertising heroes) as quan titative terms, and on the relationship between global and local features in the chosen campaigns, as qualitative terms.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: Download is limited to active subscribers. Subscription information available at:

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Article provided by University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii in its journal Romanian Journal of Journalism and Communication.

    Volume (Year): (2011)
    Issue (Month): 2 ()
    Pages: 67-77

    in new window

    Handle: RePEc:foj:journl:y:2011:i:2:p:67-77
    Contact details of provider: Postal:
    Bdul Iuliu Maniu 1-3, Corp A, etajul 6, sector 6, Bucuresti, cod 061071, Romania

    Order Information: Postal: Editura Ars Docendi, Sos. Panduri 94, sector 5, Bucuresti, Romania – for print copies
    Web: Email:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:foj:journl:y:2011:i:2:p:67-77. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Raluca Radu)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.