Cultural Dimensions and Advertising appeals
A Review of Studies on the Topic
Keywords:
culture, cultural values, advertising, cultural dimensionAbstract
Companies seeking international markets need to define effective advertising strategies in the new markets, taking into account the local culture. The relationship between culture and advertising becomes important in this context, existing therefore a need to better understand it. The objective of this work is to evaluate the studies that investigate the relations between culture and international advertising, also examining the main cultural analysis’ tools used in researches that studied this interaction, as well as the most used methodologies. To accomplish this, a systematic analysis of articles published between 1995 and 2015 on the relation of the subjects investigated was developed. The search for articles was carried out in the Scopus database, taking into account the scientific journals of greater relevance in the area of administration and psychology. The results show that the content analysis was the most used methodology in the studies, and the Hofstede cultural analysis model is the most recurrent analysis tool. We identified three types of studies that specifically focus on the relationship between culture and advertising; the first one aims to understand the influence of culture on the effectiveness of advertising; the second seeks to evaluate the influence of culture on the use of different appeals in countries; The last one describes the culture of a country through the appeals used in the advertisements.
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Richards,
