Is food advertising culture-bound? Contradictory results from three European countries
| dc.contributor.author | Czarnecka, Barbara | en |
| dc.contributor.author | Dahl, Stephan | en |
| dc.contributor.author | Eagle, Lynne | en |
| dc.date.accessioned | 2019-12-23T09:36:06Z | |
| dc.date.available | 2019-12-23T09:36:06Z | |
| dc.date.issued | 2013-06-01 | |
| dc.identifier.citation | Czarnecka B, Dahl S, Eagle L (2013) 'Is food advertising culture-bound? Contradictory results from three European countries', Journal of customer behaviour, 12 (2-3), pp.227-246. | en |
| dc.identifier.issn | 1475-3928 | |
| dc.identifier.doi | 10.1362/147539213X13832198548454 | |
| dc.identifier.uri | http://hdl.handle.net/10547/623653 | |
| dc.description.abstract | The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained. | |
| dc.language.iso | en | en |
| dc.publisher | Westburn Publishers | en |
| dc.relation.url | https://www.ingentaconnect.com/content/westburn/jcb/2013/00000012/F0020002/art00011 | en |
| dc.rights | Yellow - can archive pre-print (ie pre-refereeing) | |
| dc.subject | cultural values | en |
| dc.subject | food product advertising | en |
| dc.title | Is food advertising culture-bound? Contradictory results from three European countries | en |
| dc.type | Article | en |
| dc.identifier.eissn | 1475-3928 | |
| dc.identifier.journal | Journal of customer behaviour | en |
| dc.date.updated | 2019-12-23T09:34:36Z | |
| html.description.abstract | The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained. |