Date of Award


Degree Type


University or Center

Clark Atlanta University(CAU)


Degree Name


First Advisor

Professor Lydia McKinley-Floyd


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.

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