Exploring culture's influence on standardization dynamics of creative strategy and execution in international advertising

Journalism and Mass Communication Quarterly

Volumn 82, Issue 4, 2005, Pages 838-856

  Wei, Ran ^a   Jiang, Jing ^b  

^a UNIVERSITY OF SOUTH CAROLINA   (United States)

^b CALIFORNIA LUTHERAN UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

ADVERTISING; CULTURAL INFLUENCE; STANDARDIZATION;

EID: 33645816538     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769900508200406     Document Type: Article

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91. These are examples of cultural cues coded in this study: in the theme category, an ad in the U.S. sample which presented a Nokia cell phone in front of a huge rock was coded as "wilderness," whereas a Chinese ad, which portrayed a group of young people picnicking, was coded as "leisure." In the category of portrait of model and product, an ad in the U.S. sample which portrayed a group of fashion designers working together was coded as "cooperative;" and a Chinese ad that showed an executive talking over his cell phone was coded as "successful." In the category of localized background, a Chinese ad in which the Great Wall was used as the background was coded as presence of localized background. In the category of localized model, an American ad in which the Hollywood celebrity Jennifer Love Hewitt was portrayed was coded as the presence of localized model as was an ad in the Chinese sample featuring a Chinese celebrity, Zheng Xiuwen. In the category of localized symbol, a Chinese ad in which an ancient Chinese sword was displayed was coded as presence of localized symbol. In the foreign language category, a Chinese ad, which used the Nokia slogan in English "Connecting People," was coded as using foreign language.
92. The two coders are Chinese-Americans. They were born in China but immigrated to the United States when they were teenagers. Both are familiar with Chinese and American culture, such as theme, cultural icons, celebrities, and so forth.
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95. The intercoder reliability was calculated for the three coding categories respectively: Creative Strategy, Execution Formats, and Cultural Cues. The reliability results were as follows: .77 for Creative Strategy; .90, .92, .90, .90, and .94 for Format, Product, Presenter, Visual, and Sex in the category of Execution Formats; and .87, .80 .90 .92 .89, 1.00, and 1,00 for Theme, Portrait of Model & Product, Localized Background, Localized Symbol, Localized Slogan, and Foreign Language in the category of Cultural Cues.
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