OBSERVATIONS: The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising

Zahna Caillat and Barbara Mueller

This study compares the cultural variables manifest in American and British commercial messages, including dominant values, rhetorical style, advertising appeals and occasion for product usage.

OBSERVATIONS: The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising

Zahna Caillat and Barbara Mueller

One of the most important strategic decisions an international advertiser must make when designing advertising campaigns destined for foreign countries is whether to standardize advertising worldwide or to specialize it for each market or region to be entered. Scholars and practitioners alike are divided regarding the advantages and disadvantages of each approach. This debate carries a variety of labels: Standardized campaigns are also referred to as globalized and universal in the literature; specialized campaigns are called localized,...

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