Katherine Toland Frith

A Comparison of Cultural Values in British and American Print Advertising: A Study of Magazines

Advertisements in a sample of U.S. magazines portrayed characters in more “individualistic” stances than did a comparable sample of advertisements published in magazines of Great Britain. By contrast, Englands advertisements, according to this content analysis, made social class differences more evident. This study looks at the issue: Should advertising be standardized around the world, aiming at homogeneous buyers, or should advertising reflect individual cultural differences? Here individual cultural adaptation wins the argument.

Individualism and Advertising

abstractThis article generally looks at how advertising reflects culture by contrasting the expression of one cultural value, individualism, in advertisments from three diverse nations: United States, Great Britain and India.

Advertising as Cultural Invasion

AbstractRecent growth in the volume of Westernbased multinational advertising in Southeast Asia has generated concern over cultural invasion in the region. The authors of this paper show that advertising is a complex technology and a cultural form that has been transferred from West to East, and that much of it represents a cultural Invasion In Southeast Asia. This paper calls for a reconceptualization of advertising as a cultural artifact, and presents a method of analysing the contents of advertising to reveal the ‘hidden’ cultural messages.

Multinational corporation advertising and cultural imperialism: A content analysis of Indian television commercials

This paper addresses the question as to what degree Western cultural imperialism can be considered to be propagated through TV advertising in India. It discusses dependency theory with respect to cultural imperialism, and presents a brief history of the entry and growth of multinational corporations in India. Furthermore, the study examines the use of cultural values and the application of Western icons in advertisements of multinational corporations and solely Indian owned businesses. The results highlight specific differences and the varying degree of importance attached to different cultural values in India and the West. Finally, it argues that cultural imperialism is a dated concept for todays media, and calls for a re‐evaluation of dependency theory in the light of new technological advances.

Advertising and cultural china: Challenges and opportunities in Asia

This article presents the emergence of Cultural China as a product of global change in the post cold war world—an example of a new class of affiliation based on ethnic identity rather than nationality. It discusses some of the defining aspects to the formation of Cultural China and the implications they hold for advertising strategies targeting this supranational group. It also highlights some of the potential reciprocal effects the application of unified marketing strategies could have for the region and the rest of the world.

Western Advertising and Eastern Culture: The Confrontation in Southeast Asia

Abstract Advertising by multinational corporations in Southeast Asia is generating a growing resistance to its perceived role in creating a “consumer culture” damaging to indigenous value structures. Taking note of the concern expressed by local consumer and public interest groups, some governments in the region are instituting strict regulatory controls—particularly on television advertising. This paper reviews some of this criticism, examines its implications, describes some recent government regulatory action, and attempts to abstract some learning from these early experiences in mass media advertising in Southeast Asia.

Countering Sign Vandalism with Public Service Advertising

In a study compiled for the Transportation Research Board in 1983 by Chadda and Carter (1), it was noted that about

Television Advertising in Malaysia: A Content Analysis

50 million is being spent annually in the United States by state departments of transportation to replace stolen and vandalized highway signs. In addition, the indirect costs incurred by state governments for injury and tort liability in accidents that result from missing and vandalized highway signs are estimated to be of about the same magnitude.

Audience attitudes towards brand (product) placement: Singapore and the United States

AbstractTelevision today receives the largest share of total advertising dollars in Malaysia. This study describes the content and character of Malaysian television advertising.