This Independent Study Thesis explores German cultural values and ideals as they are represented in Porsche AG print advertisements between 1993-2003. Unsing semiotic theory, advertising theory, and cultural theory from the Frankfurt School, Raymond Williams, Fons Trompenaars, and Geert Hofstede, I analyzed print advertisements with common themes of culture. The four themes I identified in my sample are family, status, adventure and speed, and technological innovation. Through the analysis of these advertisements, and taking historical, sociological, and anthropological factors into account, I have shown that aspects of culture are recognizable in advertisements.
Muellner, Beth Ann
Hirtle, Robin, "Selling Cars or Selling Culture? How Porsche Print Advertisements From 1993-2008 Reflect German Culture" (2011). Senior Independent Study Theses. Paper 724.
European History | Graphic Communications
Bachelor of Arts
Senior Independent Study Thesis
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