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A New Way To Look At Culture And Its Influence On Advertising Around The World, Pamela K. Morris
A New Way To Look At Culture And Its Influence On Advertising Around The World, Pamela K. Morris
Pamela K. Morris
Research investigates culture and its influencing role. With anthropological theories, a model is created to show how cultural dimensions influence media and advertising content. Encompassing 108 countries, a factor analysis of 71 country characteristics finds four dimensions: Holistic, Nationalistic, Feminine and Masculine. A content analysis of magazine advertisements provides data of images that are tested for correlations with cultural dimensions. The study updates cultural literature with new social phenomena data, like cell phone and Internet users.