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The relationship of cultural values and message strategies in service advertising

The relationship of cultural values and message strategies in service advertising Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising message strategies in different cultures. This paper tests the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis. The results show that Hong Kong advertisers use significantly more transformational messages than in US services advertising. Advertising message strategies and cultural values often relate in a non‐random way. Informational message strategy and realistic culture are found to be strongly associated. When societies are more materialistic, advertisers are more likely to use transformational messages due to the high correlation between materialism and brand image. The result also shows that masculine culture, and cultures with long‐term orientation, idealism or low individualism are more likely to adopt transformational message strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The relationship of cultural values and message strategies in service advertising

H.C. Susan Tai
Marketing Intelligence & Planning , Volume 22 (4): 17 – Jun 1, 2004
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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500410542798
Publisher site
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Abstract

Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising message strategies in different cultures. This paper tests the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis. The results show that Hong Kong advertisers use significantly more transformational messages than in US services advertising. Advertising message strategies and cultural values often relate in a non‐random way. Informational message strategy and realistic culture are found to be strongly associated. When societies are more materialistic, advertisers are more likely to use transformational messages due to the high correlation between materialism and brand image. The result also shows that masculine culture, and cultures with long‐term orientation, idealism or low individualism are more likely to adopt transformational message strategy.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Jun 1, 2004

Keywords: Advertising; National cultures; Hong Kong; United States of America

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