Television: Cultural values in TV advertising

 

Discusses the benefits of advertising on Spanish-language TV (and other media) when attempting to market to the US Hispanic population.

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. Two si ...

In this article, we have content analyzed 1,105 PRC and US television commercials and identified eight cultural values that dominate either Chinese or US television advertising. While US commercials t ...

Economic and technological forces continue to move the world closer to a single marketplace with an increasing demand for universal brand names, multilingual packaging, and uniform advertising across ...

Describes a content analysis study of American and Japanese commercials, to test certain hypotheses about likely culturally-related differences between them. Result: whilst cultural differences seem t ...

While research on international advertising has been conducted for more than 30 years, previous efforts have paid little attention to countries that share a similar language and/or culture. This study ...