search query: @author Okazaki, S. / total: 8
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| Author: | Okazaki, S. Mueller, B. |
| Title: | Evolution in the usage of localised appeals in Japanese and American print advertising |
| Journal: | International Journal of Advertising
2008 : VOL. 27:5, p. 771-798 |
| Index terms: | Japan USA advertising |
| Language: | eng |
| Abstract: | This study empirically examines how the usage of local appeals in Japanese (here as: J.) and American (as: A.) advertising (here as: advg.) content has shifted over during nearly three decades. Based on a content analysis, the existence or absence of five traditionally J. appeals vs. five traditionally Western appeals is determined in 2005 issues of women's, general interest, business and sports magazines published in each country. Based on a total of nearly 900 U.S. ads and over 850 J. ads, it is found that J. advertisers appear to have turned to a rather more direct and persuasive selling approach, continuing to maintain a tradition of J. subtlety. A. ads have shifted from a hard-hitting and aggressive strategy to a more benefit-orientated strategy with a distinctly softer touch. However, appeals employed were found to be varying with the promoted product category. Overall, findings suggest that while J. advg. may have become somewhat more 'A.', A. advg. seems to have become significantly more 'J.'. |
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