Informational/Transformational Advertising

Bob D. Cutler · Edward G. Thomas · S. R. Rao

54 citations0/0 files storedJournal of International Consumer Marketing

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Marketing and Advertising Strategies Media, Gender, and Advertising Advertising and Communication Studies

Abstract

Using the two general categories of informational versus transformational advertisements, this study finds there are substantial differences in usage across media types, product categories, and national cultures. Implications for differences in usage are discussed.

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References

1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals 1979Attitude research plays for high stakes 1984Empirical Research in International Marketing: 1976–1982 1986Analysis of Information Content in U.S. and Japanese Magazine Advertising 1992The Visual Components of Print Advertising: A Five‐country Cross‐cultural Analysis 1989Cross-Cultural Advertising 1992Culture and Advertising Executions: A Comparison of Selected Characteristics of Korean and US Television Commercials 1966On the definition of “Picture”

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