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MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING

MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING Content analyses of US and Japanese magazine advertisements featuring products and services in a home setting reveal several significant differences over time and support hypotheses based on comparative cultural values and economic conditions. As expected, recent Japanese advertising has increasingly emphasised status to a much greater degree than recent US advertising, and recent US advertising has continued to emphasise personal efficacy to a much greater degree than does Japanese advertising. Both cultures are found to use materialistic themes in their advertisements. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING

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References (22)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/eb008290
Publisher site
See Article on Publisher Site

Abstract

Content analyses of US and Japanese magazine advertisements featuring products and services in a home setting reveal several significant differences over time and support hypotheses based on comparative cultural values and economic conditions. As expected, recent Japanese advertising has increasingly emphasised status to a much greater degree than recent US advertising, and recent US advertising has continued to emphasise personal efficacy to a much greater degree than does Japanese advertising. Both cultures are found to use materialistic themes in their advertisements.

Journal

International Marketing ReviewEmerald Publishing

Published: Apr 1, 1985

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