Are U.S. and French Cultural Differences Reflected in Advertising Appeals?

<p>Using 2 of Hofstede's cultural dimensions (power distance and uncertainty avoidance) associated by the research of Albers-Millers and Gelb with some of Pollay's value appeals used in advertising, this study successfully replicated 3 of 8 dependant relationships when analyzing the content of print magazines in U.S. and France. Going beyond the scope of a highly educated audience in which Hofstede's cultural dimensions were developed and retested, we indirectly found that these 2 dimensions of culture are partially salient in non-business, less elitist environments in the form of value appeals such as "dear", "untamed", "magic", and "youth" reinforcing the idea that cultural differences can sometimes be empirically tested by contrasting these appeals.</p>

Name thesis:degree_name

MA (Master of Arts)

Level thesis:degree_level

Thesis - unrestricted

Discipline thesis:degree_discipline

Communication, Professional

Year dc:date.issued

2008

Author dc:creator

• Begu, Ciprian S.

• Pollay
• Cultural Dimensions
• Advertising Appeals
• US.
• France
• Hofstede.
• Communication
• International and Intercultural Communication
• Public Relations and Advertising
• Social and Behavioral Sciences

Statement dc:rights

• Copyright by the authors.

Repository record dc:identifier

https://dc.etsu.edu/etd/1901

OAI identifier oai:identifier

oai:dc.etsu.edu:etd-3253