Evolution in the usage of localised appeals in Japanese and American print advertising
Shintaro OkazakiUniversidad Autónoma de Madrid
Barbara MuellerSan Diego State University
VALUES AND ADVERTISING
A value is defined as 'an enduring belief that a specific mode of conduct or end-state of existence is personally or socially preferable to an alternate mode of conduct or end-state of existence' (Rokeach 1968, p. 129). Values guide our attitudes, judgements and ultimately our actions. A culture's values are transmitted by a variety of sources (family, media, school, church and state), and tend to be broad-based, enduring and relatively stable (Samovar...