Global reach and local touch: Achieving cultural fitness in

A study was conducted to identify a set of cultural and market-related factors that are likely to shape television advertising messages. Based upon these factors, the study will develop a global model that provides specific directions for selecting advertising creative strategies, levels of informat...

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Bibliographic Details
Published in:Journal of advertising research 1994-09, Vol.34 (5), p.35
Main Authors: Zandpour, Fred, Campos, Veronica, Catalano, Joelle, Chang, Cypress
Format: Article
Language:English
Subjects:
Advertising agencies
Advertising expenditures
Collectivism
Commercials
Communication
Culture
Individualism
International
Multiculturalism & pluralism
Per capita
Power
Statistical analysis
Studies
Television advertising
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Summary:A study was conducted to identify a set of cultural and market-related factors that are likely to shape television advertising messages. Based upon these factors, the study will develop a global model that provides specific directions for selecting advertising creative strategies, levels of informativeness and styles that are most likely to fit cultures and market environments in 23 countries around the world. The study examined cultures, advertising industry environments, and advertising messages from the US, Mexico, France, the UK, Spain, Germany, South Korea, and Taiwan. The data showed that advertising in cultures with a nonlinear perception of time provided scattered information without explicit conclusions. It tended to be more symbolic and often took the form of a drama-lecture. Cultures with a linear perception of time, however, were more likely to use a credible source that addressed the viewers directly, providing reasoned arguments along with visual information. Markets with higher advertising expenditures per capita were more likely to use dramatic psychological appeals, relying on aural information.
ISSN:0021-8499
1740-1909