Content analysis in cross-cultural advertising research: insightful or superficial?

Michael Callow and Dawn Lerman

Historically, cross-cultural researchers have used content analysis as their primary method for comparing ads.

Content Analysis In Crosscultural Advertising Research: Insightful Or Superficial?

Dawn Lerman Fordham UniversityMichael Callow Morgan State University

INTRODUCTION

Interest in cross-cultural advertising research has led to several empirical studies that examine similarities and differences in advertising content between various countries. It is generally assumed, rightly or wrongly, that advertisements reflect the target market's values and beliefs (Zhang & Gelb 1996). Researchers have therefore tried to predict the relative frequency of certain advertising appeals and techniques employed in two ...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands