Global and Multi-National Advertising

By Basil G. Englis | Go to book overview

transcriptions from only two focus groups, both from one geographic area in central Pennsylvania. The degree to which the participants in each focus group are representative of all African American and White male car buyers is uncertain. Clearly, a study involving a greater number of focus groups, groups from a wider geographic area, and groups with more diversified demographic characteristics (e.g., women focus groups and groups from a greater range of occupational and socioeconomic categories) will be required before further generalizations can be made.

One of the major limitations of this method, as with most qualitative methods, is labor intensity and time. However, the results gained from additional studies should help advertisers assess the trade-offs of the value of the additional information gained in developing better advertising strategies for the segments analyzed versus the considerable time and effort required to implement this technique.

Based on our pilot study, we feel the exploratory findings provide sufficient evidence to support continued research with larger samples on the use of language as a mirror to the cognitive processes of different market segments. These expanded studies would allow a better understanding of the links between language, cognition, and effective advertising strategy. Although recognizing the limitations of this study and the technique, we feel that it offers a significant first step in gaining that understanding.


REFERENCES

Angelmar R., & Stern L. W. ( 1978, February). "Development of a content analytic system for analysis of bargaining communication in marketing". Journal of Marketing Research, 15, 93-102.

Bochner A. P. ( 1985). Perspectives on inquiry: Representation, conversation, and reflection. In M. L. Knapp & G. R. Miller (Eds.), Handbook of interpersonal communication, (pp. 27-57). Newbury Park, CA: Sage.

Boykin W. A. ( 1983). The academic performance of Afro-American children. In J. T. Spence (Ed.), Achievement and achievement motives: Psychological and sociological approaches (pp. 321-371). San Francisco: W. H. Freeman.

Burke K. ( 1964). Facts, inferences, and proof in the analysis of literary symbolism. In S. E. Hyman (Ed.), Terms for order by Kenneth Burke (pp. 145-172). Bloomington: Indiana University Press.

Burke K. ( 1969). A grammar of motives. Berkely: University of California Press.

Bush A. J., & Boller G. W. ( 1991). "Rethinking the role of television advertising during health crises: A rhetorical analysis of the Federal AIDS campaigns". Journal of Advertising, 20( 1), 28-37.

Caudle F. M. ( 1982). Advertising as a basis for cross-cultural comparison. In L. L. Adler (Ed.), Cross-cultural research at issue (pp. 209-231). NY: Academic Press.

Cheney G., & Tompkins P. K. ( 1988). On the facts of the text as the basis of human communication research. In J. A. Anderson (Ed.), Communication yearbook 11 (pp. 455-481). Beverly Hills, CA: Sage.

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