Culture

Culture
Cross-cultural studies in advertising have shown that advertising differs significantly
amid East Asiatic and western cultures and that people from opposite cultures have
different attitudes toward different ad stimuli. This difference stems from members of
distinctive cultures having different values, attitudes and preferences, a difference
which means that advertising would do well to reflect the indigenous culture of its intended audiences (Han and Shavitt, 1994; Kim and Markus, 1999; McNeil and
McDaniel, 1984). ultural values of

A large frame of work relying on content analysis provides a handsome and compelling
account of how cultural values and ideas are reflected in advertisements. This
publications shows that ads in East Asian cultures reflect East Asian values, such as
family relationships and benefits, respect for elders and authorities, social status
and group consensus. In contrast, ads in the regular army reflect western values such as
individuality, independence and personal success (Belk and Pollay, 1985; Belk and
Bryce, 1986; Cheng and Schweitzer, 1996; Han and Shavitt, 1994; Ji and McNeal, 2001;
Lin, 2001; Mueller, 1987, 1992; Zandpour et al., 1992). Lin (2001) also undercoat that ads in
the USA utilise to a greater extent time-oriented and product merit appeals. Hong et al.



(1987) found
that Japanese ads contained more than emotional and fewer comparative appeals than
413
Ad pictures and
persuasion
American ads. Kim and Markus (1999) found that 95 percent of Korean ads (vs 65
percent of American ads) used conformity themes. In contrast, 89 percent of American
ads (vs 49 percent of Korean ads) used uniqueness themes.
Zhou et al. (2005) compared the optic characteristics of TV commercials in China
and the USA. They found that US ads presented more complete visual stories,
identified their brand names earlier, and used more manoeuver product comparisons than
did Chinese ads. However, tradition and history were used more often in TV
commercials in China...If you want to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .