Use of foreign language and models in print advertisements in East Asian countries

James P. Neelankavil · Venkatapparao Mummalaneni · David N. Sessions

36 citations0/0 files storedEuropean Journal of Marketing

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Marketing and Advertising Strategies International Business and FDI Media, Gender, and Advertising

Abstract

The need for cultural sensitivity in global marketing is recognized widely. Using content analysis of 543 advertisements from four East Asian countries, determines the marketing factors which lead to the use of two advertising strategies that might be perceived as culturally insensitive. Indicates that, while foreign languages are used widely, a substantial number of advertisements also employ western models. Shows the use of western models to be influenced by five factors: use of a foreign language, target audience, product′s country of origin, product type and customer country. Shows the use of foreign language words, on the other hand, to be influenced by just two factors: customer country and product type.

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References

1977Content Analysis in Consumer Research 1981Consumer behavior and marketing action 1989Standardization of International Marketing Strategy: Some Research Hypotheses 1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals 1987Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising 1977The Female Role in Advertisements: Some Experimental Evidence 1990Female nudity in print advertising: An analysis of gender differences in arousal and Ad response 1986Analysis of Information Content in U.S. and Japanese Magazine Advertising

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