Global and Multi-National Advertising

By Basil G. Englis | Go to book overview

Hyman, and Zinkan ( 1990) found both convergence and divergence of cultural themes in their study of Brazilian and U.S. auto advertising. Moreover, they suggested that in terms of various lifestyle/demographic factors, such as literacy and income, Brazilian business people are more like U.S. business people than they are like the average Brazilian worker. Such patterns and factors will play a role in determining and shaping the nature of advertising messages, making overly simplified formulas for designing them potentially harmful to the advertiser. Ultimately, the test for making standardization/adaptation decisions lies in the psychological meaning that consumers find in the advertising presented to them ( Friedmann, 1986).

Thus, on a continually evolving basis, we expect that world advertising will follow the pattern of U.S. domestic advertising in which many ads are standardized across regions but in which local advertising and regional differences are sometimes emphasized. However, the ratio of localized to globalized advertising will vary, although it is likely to be quite a bit higher than that ratio is for U.S. domestic advertising for nationally distributed products. In particular, the Japanese seem quite bent on an ambivalent relationship with the West, which is reflected in their advertising, at once embracing the use of Western products, models, ambience, and music, and yet at the same time, reaching for traditional appeals or themes that reaffirm their own identity and also confirm their increasing power on the world stage.


REFERENCES

Belk R. W., & Bryce W. W., ( 1986). Materialism and individual determinism in U.S. and Japanese television advertising. In R. J. Lutz (Ed.), Advances in Consumer Research (Vol. 13, pp. 568-572). Provo, UT: Association for Consumer Research.

Belk R., & Pollay R. C. ( 1985). "Americanization in print advertising: An historical comparison of Japanese and U.S. advertising since 1945. In C. T. Tan & J. N. Sheth (Eds.), Historical Perspective in Consumer Research: National and International Perspectives (pp. 302-306) Singapore: Association for Consumer Research.

Dentsu ( 1988). Japan marketing/advertising yearbook. Tokyo: Dentsu, Inc.

Dillon W. R., Madden T. J., & Firtle N. H. ( 1987). Marketing research in a marketing environment. St. Louis: Times Mirror/Mosby College Publishing.

Flanagan S. C. ( 1979). Value change and partisan change in Japan. Comparative Politics, 11, 253-278.

Friedmann R. ( 1986). Psychological meaning of products: A simplification of the standardization vs. adaptation debate. Columbia Journal of World Business, 21, 97-104.

Hong J., Muderrisoglu A., & Zinkan G. M. ( 1987). Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S. magazine advertising. Journal of Advertising, 16(1), 55-62, 68.

Kassarjian H. H. ( 1977). Content analysis in consumer research. Journal of Consumer Research, 4, 8-18.

Kishii T., Sato H. (Ed.). ( 1987). Message vs. mood-A look at some of the differences

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