A new way to look at culture and its influence on advertising around the world

Pamela K. Morris

A new way to look at culture and its influence on advertising around the world

School of Communication

Research output: Contribution to conference › Presentation

Abstract

Research investigates culture and its influencing role. With anthropological theories, a model is created to show how cultural dimensions influence media and advertising content. Encompassing 108 countries, a factor analysis of 71 country characteristics finds four dimensions: Holistic, Nationalistic, Feminine and Masculine. A content analysis of magazine advertisements provides data of images that are tested for correlations with cultural dimensions. The study updates cultural literature with new social phenomena data, like cell phone and Internet users.

Original language	American English
State	Published - Aug 7 2008
Event	Association for Education in Journalism and Mass Communication - Duration: Aug 7 2008 → …

Conference

Conference	Association for Education in Journalism and Mass Communication
Period	8/7/08 → …

Keywords

Advertising
International Advertising
Culture
Visuals

Disciplines

Communication

Access to Document

NewWay8_4.pptFinal published version, 2.39 MBLicense: Unspecified

Cite this

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title = "A new way to look at culture and its influence on advertising around the world",

abstract = " Research investigates culture and its influencing role. With anthropological theories, a model is created to show how cultural dimensions influence media and advertising content. Encompassing 108 countries, a factor analysis of 71 country characteristics finds four dimensions: Holistic, Nationalistic, Feminine and Masculine. A content analysis of magazine advertisements provides data of images that are tested for correlations with cultural dimensions. The study updates cultural literature with new social phenomena data, like cell phone and Internet users.",

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AB - Research investigates culture and its influencing role. With anthropological theories, a model is created to show how cultural dimensions influence media and advertising content. Encompassing 108 countries, a factor analysis of 71 country characteristics finds four dimensions: Holistic, Nationalistic, Feminine and Masculine. A content analysis of magazine advertisements provides data of images that are tested for correlations with cultural dimensions. The study updates cultural literature with new social phenomena data, like cell phone and Internet users.

KW - Advertising

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KW - Culture

KW - Visuals

M3 - Presentation

T2 - Association for Education in Journalism and Mass Communication

Y2 - 7 August 2008

ER -