中美广告吸引力的跨文化研究

#研究分享#【中美广告吸引力的跨文化研究】通过对中美两国杂志刊登的604则食品广告进行内容分析,发现文化差异是影响广告吸引力的重要因素。以集体主义、高权力距离和长期观为导向的中国文化,广告更加注重突出社区、流行、装饰、地位、稀有、独特、健康、营养等因素来增加感染力;然而以个人主义为主的美国文化里,其广告更加注重突出独立性;中美两国广告都注重突出家庭因素。

Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the US

Yunjae Cheong, Kihan Kim and Lu Zheng

Department of Advertising and Public Relations, University of Alabama, Tuscaloosa, Alabama,
USA;
Department of Physical Education, Seoul National University, Gwanak-gu, Seoul, Korea

This study examines the cultural factors influencing the use of advertising appeals in two culturally diverse countries: China and the US. Findings from the content analyses of the Chinese and the US food advertisements support eight of the 10 hypotheses, suggesting that community, popular, ornamental, status, dear, health, and nutrition appeals are more frequently used in countries with a more collectivist, greater power distance, and stronger long-term orientation culture such as in China than in the US, whereas an independence appeal was more frequently used in an individualistic society like the US than in China. Overall, findings suggest that advertising appeals in global markets reflect the dominant cultural values in each country. Implications and suggestions for future research are discussed.

Discussion

The findings from this study suggest that advertising in China does not consistently
follow US practices, and the differences are attributable to the differences in cultural
orientation in the two countries. Overall, eight of the 10 hypotheses were supported,
suggesting that Hofstede’s framework of cultural dimensions facilitates a better

understanding of the different usage of advertising appeals in the two culturally diverse
countries. Specifically, the findings suggest that, consistent with the hypotheses,
ornamental, status, dear, health, and nutrition appeals are more favored by China,
which scores high on power distance and long-term orientation dimensions, than by its
counterpart, the US. Also consistent with the prediction, independence appeals
appeared more frequently in the food advertisements in the individualist US culture, as
compared to its collectivist counterpart, China; community and popular appeals were
more frequently employed in the collectivist China culture than in its counterpart, the
US culture.
However, contrary to the prediction that China would more frequently use family
appeals due to its collectivist culture than would the US, family appeals appeared in
similar proportions of food advertisements from both countries. This finding may be
attributable to the fact that, even though the US is an individualistic society, family is
highly valued and perceived to be very important in the society. Thus, family appeals
were used in both countries in similar proportions of the total advertisements. Also,
not supported is the hypothesis predicting more frequent use of distinctive appeals in
an individualistic culture such as the US than in a collectivist culture like China. The
findings suggested, instead, that the distinctive appeals in food advertisements
appeared more frequently in China than in the US. We speculate that the use of
distinctive appeals might have served the power distance dimension to a greater extent
than the hypothesized individualism dimension. That is, the distinctive appeals have
implications for the prestige and social status that are sought by the members of a high
power distance country such as China; therefore, the distinctive appeals might have
reflected such a power distance dimension to a greater degree than the hypothesized
individualism dimension.

文章来源:Asian Journal of Communication


1 条评论

  1. lixuejing说道:

    感谢分享,内容已发布http://weibo.com/1711479641/A9gCEiG8v



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