MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING
- 1 April 1985
- journal article
- Published by Emerald Publishing in International Marketing Review
- Vol. 2 (4) , 38-47
- https://doi.org/10.1108/eb008290
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.Keywords
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