Horizontal and Vertical Cultural Differences in the Content of Advertising Appeals.

Advertising Appeals and Cultural Values in Social Media Commercials in UK, Brasil and India: Case Study of Nokia and Samsung

The objectives of this study is to investigate the impact of culture on advertising appeals in mobile phone industry via social media channel in UK, Brazil and India. Content analysis on Samsung and Nokia commercials in YouTube is conducted. The result indicates that the advertising appeals are both congruent and incongruent with cultural dimensions in UK, Brazil and India. The result suggests ...

Advertising appeals and cultural values in television commercials A comparison of Hong Kong and Korea

Purpose – The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations’ cultural characteristics. Hypotheses are drawn in relation to the two dimensions of Hofstede’s framework – uncertainty avoidance and masculinity/femininity. Design/m...

China Compared with the US: Cultural Differences and the Impacts on Advertising Appeals

An important first step to successful global marketing is to understand the similarities and dissimilarities of values between cultures. This task is particularly daunting for companies trying to do business with China because of the scarcity of research-based information. This study uses updated values of Hofstede’s (1980) cultural model to compare the effectiveness of Pollay’s advertising app...

The Effects of Culture on International Advertising Appeals: A Cross-Cultural Content Analysis of U.S. and Japanese Global Brands

The Role of Socializing Agents in Communicating Healthy Eating to Adolescents: a Cross Cultural Study

A survey was conducted of 386 Danish and Hong Kong adolescents aged 11 to 16. Results showed that the consumption of relatively unhealthy food was common among respondents. Looking at socializing agents, respondents claimed that parents asked them to eat healthy food more often than the government publicity, teachers or friends. Parents were also perceived as being the most effective source in ...