Cultural Differences Reflected in Advertising Appeals

Using two of Geert Hofstede s well-known cultural
dimensions (power distance and uncertainty
avoidance), correlated with Richard Pollay s value
appeals, this research explored the cultural
differences between the U.S. and France at the level
of print advertising. The study went beyond the
scope of a highly educated audience in which
Hofstede s cultural dimensions were initially
developed and retested. We found that these two
dimensions of culture are also present in less
elitist media environments in the form of specific
value appeals corresponding to each dimension.
For professionals seeking strategically sound ways to
approach the U.S. or the French public, be it for
advertising, public relations, marketing or general
communication purposes, this research offers insights
that can prove very useful when adapting messages
from one culture to the other.

Auteur
Ciprian Begu, MA: East Tennessee State University. Copywriter
at Krogen Creative Studios, Bucharest, Romania;

Stephen W. Marshall, PhD:University of Florida. Assistant
Professor at East
Tennessee State University in Johnson City, TN, USA

Texte du rabat
Using two of Geert Hofstede's well-known cultural dimensions (power distance and uncertainty avoidance), correlated with Richard Pollay's value appeals, this research explored the cultural differences between the U.S. and France at the level of print advertising. The study went beyond the scope of a highly educated audience in which Hofstede's cultural dimensions were initially developed and retested. We found that these two dimensions of culture are also present in less elitist media environments in the form of specific value appeals corresponding to each dimension. For professionals seeking strategically sound ways to approach the U.S. or the French public, be it for advertising, public relations, marketing or general communication purposes, this research offers insights that can prove very useful when adapting messages from one culture to the other.