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| Tekijä: | Mueller, B. |
| Otsikko: | Reflections of culture : an analysis of Japanese and American advertising appeals. |
| Lehti: | Journal of Advertising Research
1987 : JUN-JUL, VOL. 27:3, p. 51-59 |
| Asiasana: | ADVERTISING EFFECTIVENESS CULTURE JAPAN USA |
| Kieli: | eng |
| Tiivistelmä: | An examination of the role of culture in advertising content, with a comparison of Japanese and US advertisements for similar products, and whether advertisers need to adapt or specialize their messages for foreign audiences. Traditional and group consensus appeals. The veneration of elderly and traditional appeals. Status and oneness with nature appeals. Modern and Westernized appeals. Methodology. General usage of advertising appeals. Product involvement level: medium and low involvement. Four Tables illustrate the study. |
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