A comparative analysis of the use of corporate advertising in the United States and Japan

This analysis compares U.S. and Japanese corporate advertising to refine a framework for classifying corporate advertising, and to highlight differences in the corporate-society environment which influence advertising content.

A comparative analysis of the use of corporate advertising in the United States and Japan

Douglas M. McLeod and Motoko Kunita

 

This analysis compares US and Japanese corporate advertising to refine a framework for classifying corporate advertising, and to highlight differences in the corporate-society environment which influence advertising content. Hypotheses are based on the assumption that cultural indicators, such as corporate advertising, reflect the social system which produced them. Important systemic differences include conflict vs. consensus-based public policy making; the distribution of power; and the corporate ownership structure. This study analyses 529 advertisements from US and Japanese...

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