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 - Open Access

Copyright

Copyright by the authors.

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