Cultural Differences Reflected in Advertising Appeals Ciprian Begu

Using two of Geert Hofstede’s well-known cultural dimensions (power distance and uncertainty avoidance), correlated with Richard Pollay’s value appeals, this research explored the cultural differences between the U.S. and France at the level of print advertising. The study went beyond the scope of a highly educated audience in which Hofstede’s cultural dimensions were initially developed and retested. We found that these two dimensions of culture are also present in less elitist media environments in the form of specific value appeals corresponding to each dimension. For professionals seeking strategically sound ways to approach the U.S. or the French public, be it for advertising, public relations, marketing or general communication purposes, this research offers insights that can prove very useful when adapting messages from one culture to the other. Это и многое другое вы найдете в книге Cultural Differences Reflected in Advertising Appeals (Ciprian Begu)