MA (Master of Arts)
Date of Award
Committee Chair or Co-Chairs
Stephen W. Marshall
Beichen Liang, James J. Mooney, Ronald Weir
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.
Thesis - Open Access
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 by the authors.