Cultural meaning, advertising and national culture: a four-country study

2.50
Hdl Handle:
http://hdl.handle.net/10547/622217
Title:
Cultural meaning, advertising and national culture: a four-country study
Authors:
Czarnecka, Barbara; Brennan, Ross; Keles, Serap
Abstract:
Cultural meaning transfer theory and GLOBE cultural 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 847 magazine advertisements from England, Hungary, Ireland, and Poland 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 advertising 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. The results suggest that 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. GLOBE dimensions may therefore be of limited use when analyzing and explaining the content of advertisements.
Citation:
Czarnecka B, Brennan R, Keles S (2017) 'Cultural meaning, advertising and national culture: a four-country study', Journal of Global Marketing.
Publisher:
Taylor & Francis
Journal:
Journal of Global Marketing
Issue Date:
20-Sep-2017
URI:
http://hdl.handle.net/10547/622217
DOI:
10.1080/08911762.2017.1376364
Type:
Article
Language:
en
ISSN:
0891-1762
EISSN:
1528-6975
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorCzarnecka, Barbaraen
dc.contributor.authorBrennan, Rossen
dc.contributor.authorKeles, Serapen
dc.date.accessioned2017-09-22T10:20:35Z-
dc.date.available2017-09-22T10:20:35Z-
dc.date.issued2017-09-20-
dc.identifier.citationCzarnecka B, Brennan R, Keles S (2017) 'Cultural meaning, advertising and national culture: a four-country study', Journal of Global Marketing.en
dc.identifier.issn0891-1762-
dc.identifier.doi10.1080/08911762.2017.1376364-
dc.identifier.urihttp://hdl.handle.net/10547/622217-
dc.description.abstractCultural meaning transfer theory and GLOBE cultural 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 847 magazine advertisements from England, Hungary, Ireland, and Poland 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 advertising 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. The results suggest that 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. GLOBE dimensions may therefore be of limited use when analyzing and explaining the content of advertisements.en
dc.language.isoenen
dc.publisherTaylor & Francisen
dc.rightsGreen - can archive pre-print and post-print or publisher's version/PDF-
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectcultureen
dc.subjectnational culturesen
dc.subjectN561 Advertisingen
dc.subjectEuropean advertisingen
dc.subjectadvertisingen
dc.titleCultural meaning, advertising and national culture: a four-country studyen
dc.typeArticleen
dc.identifier.eissn1528-6975-
dc.identifier.journalJournal of Global Marketingen
dc.date.updated2017-09-22T10:02:06Z-
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