International and Intercultural Communication Commons^™

Are U.S. And French Cultural Differences Reflected In Advertising Appeals?, Ciprian S. Begu

Electronic Theses and Dissertations

Using 2 of Hofstede's cultural dimensions (power distance and uncertainty avoidance) associated by the research of Albers-Millers and Gelb with some of Pollay's value appeals used in advertising, this study successfully replicated 3 of 8 dependant relationships when analyzing the content of print magazines in U.S. and France. Going beyond the scope of a highly educated audience in which Hofstede's cultural dimensions were developed and retested, we indirectly found that these 2 dimensions of culture are partially salient in non-business, less elitist environments in the form of value appeals such as "dear", "untamed", "magic", and "youth" reinforcing the idea that …