Cross-Cultural Advertising

Jeryl M. Whitelock · Djamila Chung

102 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies International Business and FDI Advertising and Communication Studies

Abstract

The standardization of advertising for international markets has been much discussed in the literature, although there is little empirical evidence on how far standardized advertisements are used in practice. What research has been undertaken has investigated the incidence of standardized international advertising between the USA and Europe. This article pursues the topic within the European framework and develops a method for comparing advertising used in more than one country. The model is then tested to compare advertisements in the same medium for the same brands in two culturally diverse European countries, France and the UK. The findings show that complete standardization of copy and layout is possible in only very few cases and that in most instances modifications occur.

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References

1971Cultural differences and inferences about psychological processes.1986Customizing global marketing 1967The Danger of "Local" International Advertising 1965How International Can European Advertising Be?

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1993Marketing Management Bases for International Market Segmentation: An Alternate Look at the Standardization/Customization Debate 1997Standardization versus adaptation of international advertising strategies: Towards a framework 1995Standardization versus Customization in International Marketing: An Investigation Using Bridging Conjoint Analysis 2007A content analysis of advertising in a global magazine across seven countries 1997The Standardisation Debate in International Marketing 1992Global Consumer Segmentation versus Local Market Orientation: Empirical Findings 1992Brand Globally but Advertise Locally?: An Empirical Investigation 2002Advertising Localization Overshadows Standardization

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