Content Analysis of German and Japanese Advertising in Print Media from Indonesia, Spain, and the United States

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Abstract
Cultural influences on domestic advertising strategies and tactics have been the subject of recent attention in the marketing literature. However, few researchers have considered how home-country culture influences firms' marketing strategies and tactics in foreign markets. In the present study, print advertisements for German and Japanese products appearing in Indonesian, Spanish, and U.S. print media are compared. It was hypothesized that home-country culture would influence ads in each of the target countries. However, an analysis of informational and emotional content provides evidence to the contrary—that is, Japanese advertisers, in particular, appear to adapt their advertising approaches to foreign markets, whereas Germans do so, but to a lesser degree. Managerial implications of these findings are discussed.