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The Effects Of Culture On International Advertising Appeals: A Cross-Cultural Content Analysis Of U.S. And Japanese Global Brands, Dan Zhao
College of Journalism and Mass Communications: Professional Projects
An international advertising campaign can be standardized in creative strategy, but localized in execution. As an integral part of the execution, advertising appeals should be tailored to local culture to maximize the effectiveness of international advertising campaigns while minimizing cost. The purpose of this study is to investigate whether advertising appeals mirror predicable differences in cultural values.
This study is based on the influential Hofstede model (Hofstede, 2001; Hofstede & Mooij, 2010), which distinguishes cultures according to six dimensions. While individualism and collectivism have been widely discussed in published studies, other dimensions that are also important indicators of advertising appeals …