Evolution in the usage of localised appeals in Japanese and American print advertising

Based on global consumer culture theory, this empirical investigation examines how the usage of local appeals in Japanese and American advertising content has shifted over a period of nearly three decades.

Evolution in the usage of localised appeals in Japanese and American print advertising

Shintaro OkazakiUniversidad Autónoma de Madrid

Barbara MuellerSan Diego State University


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...

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