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.
","abstract_html":"<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>","abstract_has_math":false,"creators":["Begu, Ciprian S."],"institution":null,"degree_name":"MA (Master of Arts)","degree_level":"Thesis - unrestricted","degree_discipline":"Communication, Professional","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2008,"date_issued":"2008-05-03T07:00:00Z","date_published":"2008-05-03T07:00:00Z","updated_at":"2026-07-24T02:21:03Z","subjects":["Pollay","Cultural Dimensions","Advertising Appeals","US.","France","Hofstede.","Communication","International and Intercultural Communication","Public Relations and Advertising","Social and Behavioral Sciences"],"languages":[],"rights":["Copyright by the authors."],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dc.etsu.edu/etd/1901","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Begu, Ciprian S."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.issued","label":"Date","values":["2008-05-03T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication, Professional"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis - unrestricted"]},{"key":"thesis:degree_name","label":"Degree Name","values":["MA (Master of Arts)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Pollay","Cultural Dimensions","Advertising Appeals","US.","France","Hofstede.","Communication","International and Intercultural Communication","Public Relations and Advertising","Social and Behavioral Sciences"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Copyright by the authors."]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dc.etsu.edu/context/etd/article/3253/viewcontent/BeguC042508f.pdf","https://dc.etsu.edu/etd/1901"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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.
"]},{"key":"dc:title","label":"Title","values":["Are U.S. and French Cultural Differences Reflected in Advertising Appeals?"]}]}],"canonical_facts":{"dc:creator":["Begu, Ciprian S."],"dc:date.issued":["2008-05-03T07:00:00Z"],"dc:description.abstract":["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.
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