Cultural Meaning, Advertising, and National Culture: A Four-Country Study

Journal article


Czarnecka, B, Brennan, R and Keles, S (2017). Cultural Meaning, Advertising, and National Culture: A Four-Country Study. Journal of Global Marketing. 31 (1), pp. 4-17. https://doi.org/10.1080/08911762.2017.1376364
AuthorsCzarnecka, B, Brennan, R and Keles, S
Abstract

© 2018 Taylor & Francis Group, LLC. Cultural meaning transfer theory and GLOBE dimensions were employed in this comparative study to examine the extent to which cultural meaning presented in advertisements reflected national cultures of the target countries. Content analysis was applied to advertisements from four countries to investigate whether the use of advertising appeals presented in these advertisements mirrored variations in cultures as described by GLOBE Society Values. Results revealed that, in line with the hypotheses, there were similarities and differences in the use of appeals, and only some of them mirrored the cultural variations. GLOBE Society Values were more likely to predict the use of appeals than GLOBE Society Practices, but not for all appeals. Advertisers can draw on national cultures for cultural meanings to be used in advertisements only to a limited extent. It may be that advertisements mold rather than mirror societal values, or that only certain cultural traits are important for advertisers.

This is an Accepted Manuscript of an article published by Taylor & Francis in the Journal of Global Marketing on 09 October 2017, available online: http://www.tandfonline.com/10.1080/08911762.2017.1376364

Keywords1505 Marketing; Marketing
Year2017
JournalJournal of Global Marketing
Journal citation31 (1), pp. 4-17
PublisherTaylor & Francis
ISSN0891-1762
Digital Object Identifier (DOI)https://doi.org/10.1080/08911762.2017.1376364
Web address (URL)https://www.tandfonline.com/doi/abs/10.1080/08911762.2017.1376364?journalCode=wglo20
Publication dates
Print09 Oct 2017
Publication process dates
Deposited28 Jun 2018
Accepted01 Sep 2017
Accepted author manuscript
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Open
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