Print Advertising in the Pacific Basin

Rajshekhar G. Javalgi · Bob D. Cutler

26 citations0/0 files storedInternational Marketing Review

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

Abstract

Investigates the regional standardization issue in global advertising by comparing print advertising of the Pacific Basin countries of Japan, Taiwan and South Korea. The findings of the study reveal similarities and differences in print advertising components across the countries. Similarities were identified with respect to the use of photographs, the number of products shown per advertisement, the use of symbolic appeals, the use of product association and the use of product comparison appeals. However, the number of differences between the countries casts doubt on the extent of regional standardization that is feasible.

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References

1980Translation and content analysis of oral and written materials 1977Content Analysis in Consumer Research 1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals 1986Customizing global marketing 1992Standardization vs. Specialization: An Examination of Westernization in Japanese Advertising 1994Cross-Cultural Research in Advertising: An Assessment of Methodologies 1984International Marketing Management 1986Analysis of Information Content in U.S. and Japanese Magazine Advertising

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