Advertising Appeals in Baby Formula Commercials across Cultures

2020 ◽  
Author(s):  
Zhu Li ◽  
◽  
Ang Lay Hoon ◽  
◽  
Keyword(s):  
Content Analysis ◽  
Cultural Values ◽  
Social Communication ◽  
Cross Cultural ◽  
Advertising Appeals ◽  
Cross Cultural Study ◽  
Emotional Appeals ◽  
Baby Formula ◽  
Tv Commercials ◽  
Comparative Content

Advertising, as a means of social communication, is seen as a reflection of cultural values, so does baby formula commercials. Advertising appeals, including both emotional and rational appeals, are an important strategy for advertisers to create effective commercials. This cross-cultural study compared the types of advertising appeals used in baby formula commercials of China, America, and Malaysia. It further investigated whether advertising appeals were related to the cultural values of these three countries using the Hofstede model, specifically individualism-collectivism. A comparative content analysis was used in this study. A total of 16 TV commercials on the same baby formula brand, S-26 Progress Gold, were identified and analyzed. The findings illustrated that advertisers tailor their advertising appeals, even in emotional appeals, different focuses of appeals are highlighted, to establish connections with their target customers in the global contexts.

A Content Analysis Of Advertising Transitions: Impact Of Brand Name, Persona, And Appeals

2012 ◽  
Vol 10 (9) ◽  
pp. 501
Author(s):  
Kyunghee Kim ◽  
Yoon C. Cho
Keyword(s):  
Content Analysis ◽  
Age Groups ◽  
Brand Name ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Advertising Appeals ◽  
Emotional Appeals ◽  
Tv Commercials ◽  
Advertising Content

Advertising has long been considered an element of Integrated Marketing Communication (IMC) tools and has played a crucial role in delivering messages that are reflected by various environmental situations. The authors of this paper posit that components of advertising including contents of messages, language, choice of persona and appeals are strongly affected by such environmental factors as social, cultural, and economic movements. Based on this consideration, this study investigates the trend in advertising markets by reflecting transitional market issues. In particular, this study investigates the effects of brand name, celebrities roles, age groups, gender, and advertising appeals. The purpose of the study is to investigate the following elements of advertising that are often affected by such recent transitions as social, cultural, and economic movements: i) effects of a brand name containing meanings; ii) effects of a brand name stemming from the native language; iii) effects of celebrities appearances in ads, iv) effects of age groups and the role of gender in the persona; and v) effects of advertising messages that include rational or emotional appeals. This study conducted content analysis by examining selected TV commercials and gives implications of how the effectiveness of advertising is related to the aforementioned environmental movements, emphasizing which issues should be considered for future advertising content.

scholarly journals The representation of mature adults in TV commercials: A cross-cultural content analysis of portrayals in Poland and in the U.S.

2019 ◽  
Vol 22 (1) ◽  
pp. 103-118
Author(s):  
Kinga Kowalewska ◽  
Erika Grodzki
Keyword(s):  
Content Analysis ◽  
Cultural Values ◽  
The United States ◽  
Value Systems ◽  
Mature Adults ◽  
Product Service ◽  
The Social ◽  
Tv Commercials ◽  
The One ◽  
Comparative Content

The aim of the article is to examine the portrayals of mature adults (55+) in television commercials in Poland and in the United States. It is important to analyze the portrayal of this group as, on the one hand, they are a lucrative and growing consumer market, however, on the other hand, past studies have shown that this segment has been often stereotyped and underrepresented. It is hypothesized that due to clear differences in the value systems and socio-economic characteristics of both countries, the representation of the mature segment of consumers will differ significantly in terms of their overall portrayal. A purposive sample of 15 Polish commercials and 15 U.S. commercials was selected since the researchers wished to focus on particular portrayals rather than analyze a large sample of commercials. The method was a comparative content analysis. Each commercial was examined particularly for the social context, the activities performed by the individuals, gender representation, health status, race, image, role and product/service type. The findings showed that older people play various roles, however, cultural values and differences were evident in the commercials placed in both countries. This could be seen in the content and focus of the ads.

scholarly journals Content Analysis of Advertisements in Different Cultures

2012 ◽  
Vol 9 (2) ◽  
pp. 39-51 ◽  
Author(s):  
Vesna Lazović
Keyword(s):  
Content Analysis ◽  
Cultural Values ◽  
Social Preferences ◽  
Cross Cultural ◽  
Linguistic Features ◽  
Future Studies ◽  
Language And Culture ◽  
Current Trends ◽  
The Times ◽  
Different Cultures

Increasingly, advertising examples are being analyzed and used as yet another form of communication, on account of their ubiquity (e.g. billboards, Internet, television, magazines). Designed to compel us to purchase products, advertisements have the potential to greatly impact our lives. They show current trends in social preferences, they reveal cultural values and norms of the target audience and, finally, they can be the mirror of the times people live in. The purpose of this paper is to give a brief overview of the findings in previously carried–out research relating to cross–cultural content analysis of advertisements. The reports have addressed both linguistic and extra–linguistic features and trends in advertising and emphasized language– and culture–specific elements. This paper also gives ideas for future studies, since nowadays, due to international marketing and increasing globalization there are more cultural transfers to be explored, as cultures are coming in contact far more frequently.

scholarly journals Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion

2021 ◽  
Author(s):  
Saleem Ur Rahman ◽  
Agnieszka Chwialkowska ◽  
Nazim Hussain ◽  
Waheed Akbar Bhatti ◽  
Harri Luomala
Keyword(s):  
Cultural Values ◽  
Sustainable Consumption ◽  
Cross Cultural ◽  
Value Orientations ◽  
Cultural Value ◽  
Cultural Perspective ◽  
Advertising Appeals ◽  
The Past ◽  
Promotion Strategies ◽  
Different Cultures

AbstractFirms in the past have based their marketing and promotion strategies on the assumption of infinite resources and zero environmental impact. With the growing importance of environmental costs associated with finite resources, firms need to revisit their marketing and promotion strategies. This study defines and conceptualizes horizontal/vertical individualism–collectivism (H/V I-C) cultural value orientations as antecedents of sustainable consumption. Drawing on H/V I-C value orientations, this study attempts to build a sustainable consumption model to better understand how horizontal/vertical individualism–collectivism cultural values are reflected in consumers’ sustainable consumption motives and how they can be translated into persuasive advertising appeals tailored to specific cultural segments. This study contributes to provide new theoretical and managerial insights into understanding culturally relevant sustainable consumption motives and to establish appropriate strategies of sustainable consumption promotion in cross-cultural contexts. Most importantly, this study provides implications to companies for balancing more carefully their growth goals with the need to pursue sustainability across different cultures.

Advertising Appeals Used in Children's Television Networks

2019 ◽  
pp. 343-356
Author(s):  
Elif Esiyok
Keyword(s):  
Content Analysis ◽  
Target Audience ◽  
Children's Television ◽  
The Other ◽  
Analysis Method ◽  
Advertising Appeals ◽  
Content Analysis Method ◽  
Emotional Appeals

Advertisement is a way of communication preferred by companies so as to communicate with their target audience. Nowadays, children account for a large number of consumers worldwide, having their own preferences in terms of fashion, toys, foods, and television channels. One of the most important aspects of advertisement is the appeal. This chapter deals with the appeals mostly used in children targeted advertisements and analysis their content. In total, 334 advertisements were analyzed through content analysis method. The findings of the study show that emotional appeals are far more commonly used than rational appeals. Specially in toy advertisements, the joy/happiness sub-appeal is preferred more than the other sub-appeals. As for the use of rational appeals analyzed, it appears that the price sub-appeal tops the list.

Does Online Dating Promotion Vary Across Cultures? A Cross-cultural Analysis of Homepage Advertisements of Online Dating Services in 51 Countries

2021 ◽  
pp. 097325862110600
Author(s):  
Aditi Paul ◽  
Saifuddin Ahmed ◽  
Karolina Zaluski
Keyword(s):  
Cultural Values ◽  
Online Dating ◽  
Uncertainty Avoidance ◽  
Cultural Analysis ◽  
Cross Cultural ◽  
Cultural Dimensions ◽  
The Novel ◽  
Advertising Appeals ◽  
The World ◽  
The Relationship

This study extends our understanding of the influence of culture on advertising within the novel context of online dating. People around the world have come to depend on online dating services (ODSs) to participate in the dating process. Since the norms and expectations of dating are influenced by a country’s cultural values, we expect ODSs to adapt their advertising messages to be congruent with these values. Using the Pollay–Hofstede framework, we examine the relationship between advertising appeals used by 1,003 ODSs from 51 countries and the cultural dimensions of these countries. Results showed that ODS advertisements appealed to people’s need for relationship, friendship, entertainment, sex, status, design and identity. The use of these appeals was congruent with only the individualism/collectivism and uncertainty avoidance cultural dimensions. Based on these results, we argue that ODS’s overwhelming use of culturally incongruent advertising messages can lead to a global transformation and homogenisation of the dating culture.

CULTURAL VALUES AND COGNITIVE MORAL DEVELOPMENT OF ACCOUNTING ETHICS: A CROSS-CULTURAL STUDY

2008 ◽  
Vol 36 (7) ◽  
pp. 883-892 ◽  
Author(s):  
Yi-Hui Ho ◽  
Chieh-Yu Lin
Keyword(s):  
Moral Development ◽  
Cultural Values ◽  
Defining Issues Test ◽  
Cross Cultural ◽  
Cognitive Moral Development ◽  
Accounting Students ◽  
Research Subjects ◽  
Cross Cultural Study ◽  
The Us ◽  
The Relationship

Taking accounting students in the US and Taiwan as research subjects, the relationship between cultural values and cognitive moral development was explored. The accountingspecific Defining Issues Test (Thorne, 2000) was used to assess participants' cognitive moral development, and the Values Survey Module (VSM 94; Institute for Research on Intercultural Cooperation) was used to determine participants' cultural values. Research results indicate significant differences in cognitive moral development between the US and Taiwanese accounting students. To some extent, cultural values had a significant influence on students' moral development of ethics within accounting.

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