Oceans apart
An initial exploration of social communication differences in US and UK primetime television advertising
Helen Katz and Wei-Na Lee
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 of prime-time television advertising in the US and UK utilizes the social-communication approach (Leiss, Klein and Jally, 1986) which combines information-content analysis with a comparison of cultural values. Eleven categories and four formats were included. Findings show significant differences both in the categories advertised, and the...