The project is concerned with the effect of different ad appeals in different cultural contexts. Two forms can be distinguished: hard-sell appeals (informative advertising that stresses ‚unique‘ product features when compared to other products) and soft-sell appeals (emotinal advertising, that does not include any tangible product information). Based on the GLOBE typology (House et al., 2004) different countries are closely investigated, such as the USA, Germany, Japan, France and Spain.

The  project‘s  objectives  are  threefold:  (1)  firstly,  to  provide  an  excellent  and  innovative  environment  for  the training of a group of highly skilled early stage researchers (ESRs)/PhD students with transferable, interdisciplinary skills in the context of international personal career development of ESRs/PhD students and preparation to work in different  sectors  connected  with self-medication and OTC  drugs.  (2)  secondly, to  focus the  identified individual PhD  programmes  and  network  wide  collaboration  on  selected key  areas  supporting  responsible  self-medication, and (3) thirdly,  to  provide  strong  foundations  for  self-medication  -  related  policy-making  which  contributes  to improved health literacy across European member countries consumers and is consistent with the EU Concordat and pharmaceutical health policy. 


Duration: 2010 to 2015


The project examines to which extent people undergoing life changing situations (e.g. beginn of study or university graduation) respond to different forms of media content and whether a win-win-win situation is created for the different parties involved (recipients, media companies and advertising agencies).

Intercultural communcation

Health Communication

Media Usage in Life Changing Situations


Ao.Univ.Prof.Dr. Sandra Diehl