Degree Name
MA (Master of Arts)
Program
Communication, Professional
Date of Award
5-2008
Committee Chair or Co-Chairs
Stephen W. Marshall
Committee Members
Beichen Liang, James J. Mooney, Ronald Weir
Abstract
Using 2 of Hofstede's cultural dimensions (power distance and uncertainty avoidance) associated by the research of Albers-Millers and Gelb with some of Pollay's value appeals used in advertising, this study successfully replicated 3 of 8 dependant relationships when analyzing the content of print magazines in U.S. and France. Going beyond the scope of a highly educated audience in which Hofstede's cultural dimensions were developed and retested, we indirectly found that these 2 dimensions of culture are partially salient in non-business, less elitist environments in the form of value appeals such as "dear", "untamed", "magic", and "youth" reinforcing the idea that cultural differences can sometimes be empirically tested by contrasting these appeals.
Document Type
Thesis - unrestricted
Recommended Citation
Begu, Ciprian S., "Are U.S. and French Cultural Differences Reflected in Advertising Appeals?" (2008). Electronic Theses and Dissertations. Paper 1901. https://dc.etsu.edu/etd/1901
Copyright
Copyright by the authors.
Included in
International and Intercultural Communication Commons, Public Relations and Advertising Commons