MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING

Emerald - Tập 2 Số 4 - Trang 38-47 - 1985
Russell WBelk1, Richard WPollay2
1Professor of Marketing, Graduate School of Business, The University of Utah, Salt Lake City, Utah
2University of British Columbia, Vancouver, British Columbia

Tóm tắt

Content analyses of US and Japanese magazine advertisements featuring products and services in a home setting reveal several significant differences over time and support hypotheses based on comparative cultural values and economic conditions. As expected, recent Japanese advertising has increasingly emphasised status to a much greater degree than recent US advertising, and recent US advertising has continued to emphasise personal efficacy to a much greater degree than does Japanese advertising. Both cultures are found to use materialistic themes in their advertisements.

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Emerald

Tập 2 Số 4

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