A content analysis of advertising in a global magazine across seven countries: Implications for global advertising strategies

International Marketing Review

Volumn 24, Issue 1, 2007, Pages 64-86

  Nelson, Michelle R ^a   Paek, Hye Jin ^b  

^a UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

^b UNIVERSITY OF GEORGIA   (United States)

Author keywords

Advertising; Globalization; Information media

Indexed keywords

EID: 33846950788     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330710727196     Document Type: Article

References (82)

1. AC Nielson Thailand (2005), "Thailand enjoys double digit growth in advertising spend", available at: http://64.233.167.104/search?q=cache: kW10UeeKSeQJ; www.acnielsen.co.th/news. asp%3FnewsID%3D69+thailand+advertising+spending&hl=ko (accessed June 22).
2. Advertising Age (2005), "Factpack 2005: 3rd annual guide to advertising and marketing", available at: www.adage.com/news.cms?newsId= 44274 (accessed March 15).
3. Agrawal, M. (1995), "Review of a 40-year debate in internationial advertising: practitioner and academician perspectives to the standardization/adaptation issue", International Marketing Review, Vol. 12 No. 1, pp. 26-48.
4. Alden, D.L., Steenkamp, J.-B.E.M. and Batra, R. (1999), "Brand positioning through advertising in Asia, North America, and Europe: the role of global consumer culture", Journal of Marketing, Vol. 63 No. 1, pp. 75-87.
5. Anusha (2003), "Analyzing NRS 2003: general news, film and women's lifestyle magazines avidly read by urbanites", available at: www.exchange4media.com.
6. Appadurai, A. (1990), "Disjuncture and difference in the global cultural economy", Public Culture, Vol. 2, pp. 1-24.
7. Azedo, S. (2005), "Advertising spending increases by 23 percent in the first quarter in Brazil", Gazeta Mercantil, Lexus/Nexus (accessed June 22).
8. Barnes, B.R., Kitchen, P.J., Spickett-Jones, G. and Yu, Q. (2004), "Investigating the impact of international cosmetics advertising in China", International Journal of Advertising, Vol. 23 No. 3, pp. 361-88.
9. Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J.-B.E.M. and Ramachander, S. (2000), "Effects of brand local and nonlocal origin on consumer attitudes in developing countries", Journal of Consumer Psychology, Vol. 9 No. 2, pp. 83-9.
10. Belch, G.E. and Belch, M.A. (2003), Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill, Columbus, OH.
11. Bhatia, T.K. (2000), Advertising in Rural India. Institute for the Study of Languages and Cultures of Asia and Africa, Tokyo University of Foreign Studies, Tokyo.
12. Brochand, B. and Lendrevie, J.A. (1993), Le Publicitor, 4th ed., Dalloz, Paris.
13. Carr, D. (2002), "Romance, in Cosmo's world, is translated in many ways", New York Times, May 26, p. 1.
14. Chadha, K. and Kavoori, A. (2000), "Media imperialism revisited: some findings from the Asian case", Media, Culture and Society, Vol. 22, pp. 415-32.
15. Cheng, H. and Schweitzer, J.C. (1996), "Cultural values reflected in Chinese and US television commercials", Journal of Advertising Research, Vol. 36 No. 3, pp. 27-45.
16. Croteau, D. and Hoynes, W. (2000), Media Society: Industries, Images and Audiences, 2nd ed., Pine Forge Press, Thousand Oaks, CA.
17. de Mooij, M. (1998), Global Marketing and Advertising: Understanding Cultural Paradoxes, Sage, Thousand Oaks, CA.
18. de Mooij, M. (2005), Global Marketing and Advertising: Understanding Cultural Paradoxes, 2nd ed., Sage, Thousand Oaks, CA.
19. Duncan, T. and Ramasprasad, J. (1995), "Standardized multinational advertising: the influencing factors", Journal of Advertising, Vol. 24 No. 3, pp. 55-68.
20. Edell, J.A. and Burke, M.C. (1987), "The power of feelings in understanding advertising effects", Journal of Consumer Research, Vol. 14, pp. 421-33.
21. Fatt, A. (1967), "The danger of 'local' international advertising", Journal of Marketing, Vol. 31, pp. 60-2.
22. Fischler, C. (1988), "Food, self and identity", Anthropology of Food, Vol. 27 No. 2, pp. 275-92.
23. Frith, K.T. and Mueller, B. (2003), Advertising and Societies, Peter Lang, New York, NY.
24. Frith, K.T., Cheng, H. and Shaw, P. (2004), "Race and beauty: a comparison of Asian and Western models in women's magazine advertisements", Sex Roles, Vol. 50 Nos 1/2, pp. 53-61.
25. Hank (2002), "Hank top 10 global ad markets", Ad Age Global, Vol. 2 No. 8, p. 18.
26. Harris, G. and Attour, S. (2003), "The international advertising practices of multinational companies", European Journal of Marketing, Vol. 37 Nos 1/2, pp. 154-68.
27. Hetsroni, A. (2000), "The relationship between values and appeals in Israeli advertising: a smallest space analysis", Journal of Advertising, Vol. 24 No. 3, pp. 59-72.
28. Hite, R.E. and Fraser, C. (1988), "International advertising strategies of multinational corporations", Journal of Advertising Research, August/September, pp. 9-17.
29. James, W.L. and Hill, J.S. (1991), "International advertising messages: to adapt or not to adapt", Journal of Advertising Research, Vol. 31 No. 3, pp. 65-70.
30. Karan, K. (2003), "Advertising and the visual portrayal of the modern Indian 'stereotypes'", paper presented at the International Communication Association Annual Conference.
31. Kates, S.M. and Goh, C. (2003), "Brand morphing: implications for advertising theory and practice", Journal of Advertising, Vol. 32 No. 1, pp. 59-69.
32. Khairullah, D.Z. and Khairullah, Z.Y. (2002), "Dominant cultural values: content analysis of the US and Indian print advertisements", Journal of Global Marketing, Vol. 16 Nos 1/2, pp. 47-70.
33. Kolbe, R.H. and Burnett, M.S. (1991), "Content-analysis research: an examination of applications with directives for improving research reliability and objectivity", Journal of Consumer Research, Vol. 18, pp. 243-50.
34. Krippendorff, K. (1980), Content Analysis: An Introduction to Its Methodology, Sage, Beverly Hills, CA.
35. LAW No. 94-665 (2004), "Relative to the use of the French language", available at: www.culture.gouv.fr/culture/dglf/lois/loi-gb.htm (accessed August 15).
36. Lerman, D. and Callow, M. (2003), "The consumer versus the judge: an empirical comparison of approaches to content analysis in cross-cultural advertising research", in Keller, P.A. and Rook, D.W. (Eds), Advances in Consumer Research, Vol. 30, Association for Consumer Research, Valdosta, CA, pp. 170-1.
37. Levitt, T. (1983), "The globalization of markets", Harvard Business Review, Vol. 61, pp. 92-102.
38. Lombard, M., Snyder-Duch, J. and Bracken, C.C. (2002), "Content analysis in mass communication research: an assessment and reporting of intercoder reliability", Human Communication Research, Vol. 28, pp. 587-604.
39. Machin, D. and Thornborrow, J. (2003), "Branding and discourse: the case of cosmopolitan", Discourse & Society, Vol. 14 No. 4, pp. 453-71.
40. Machin, D. and van Leeuwen, T. (2005), "Language style and lifestyle: the case of a global magazine", Media, Culture & Society, Vol. 27 No. 4, pp. 577-600.
41. Mueller, B. (1989), "Degrees of globalization: an analysis of the standardization of message elements in multinational advertising", Current Issues & Research in Advertising, Vol. 12 Nos 1/2, pp. 119-33.
42. Mueller, B. (1992), "Standardization vs specialization: an examination of Westernization in Japanese advertising", Journal of Advertising Research, Vol. 32 No. 1, pp. 15-24.
43. Mueller, B. (2004), Dynamics of International Advertising: Theoretical and Practical Perspectives, Peter Lang, New York, NY.
44. Murcotte, A. (1986), "You are what you eat: anthropological factors influencing food choice", in Ritson, C., Gaftank, L. and McKenzie, J. (Eds), The Food Consumer, Wiley, New York, NY, pp. 107-25.
45. Murray, N.M. and Murray, S.B. (1996), "Music and lyrics in commercials: a cross-cultural comparison between commercials run in the Dominican Republic and in the United States", Journal of Advertising, Vol. 34 No. 2, pp. 51-63.
46. Nelson, M.R. and Paek, H.-J. (2003), "Exporting the 'Fun, fearless female': cosmopolitan magazine as a case study of a global media brand", paper presented at the Advertising Division at the annual convention of the Association for Education in Journalism and Mass Communication, Kansas City, MO.
47. Nelson, M.R. and Paek, H.-J. (2005), "Predicting cross-cultural differences in sexual advertising content in a transnational women's magazine", Sex Roles, Vol. 53, pp. 371-83.
48. Nelson, M.R., Deshpande, S., Devanathan, N. and Lakshmi, C.R. (2004), "If... the table for McWorld has been set by Hollywood, what is served by Bollywood?", paper presented at the 2004 Annual Conference of the Association for Consumer Research, Portland, OR, October 9-11.
49. Nunnally, J.C. (1978), Psychometric Theory, McGraw-Hill, New York, NY.
50. Paek, H.-J. and Pan, Z. (2004), "Spreading the global consumerism? Mass media and consumerist values in China", Mass Communication & Society, Vol. 7, pp. 491-515.
51. Paek, H.-J., Nelson, M.R. and McLeod, D.M. (2004), "Beyond polarized cultural values: a new approach to the study of South Korean and US newspaper advertisements", Advances in Consumer Research, Vol. 31, pp. 495-502.
52. Pollay, R.W. (1986), "The distorted mirror: reflections on the unintended consequences of advertising", Journal of Marketing, Vol. 50 No. 2, pp. 18-36.
53. Perreault, W.D. Jr and Leigh, L.E. (1989), "Reliability of nominal data based on qualitative judgements", Journal of Marketing Research, Vol. 26 No. 2, pp. 135-48.
54. Punyapiroje, C., Morrison, M. and Hoy, M.G. (2002), "A Nation under the influence: the creative strategy process for advertising in Thailand", Journal of Current Issues and Research in Advertising, Vol. 24 No. 2, pp. 51-66.
55. Ryans, J.J., Griffiths, D.A. and White, S.D. (2003), " Standardization/adaptation of international marketing strategy: necessary conditions for the advancement of knowledge", International Marketing Review, Vol. 20, pp. 588-603.
56. Sar, S. and Doyle, K.O. (2003), "A comparative content analysis of Cambodian and Thai print advertisements", Advances in Consumer Research, Vol. 30, pp. 223-9.
57. Samli, C.A. (1995), International Consumer Behavior, Quorum Books, Westport, CN.
58. Seitz, V.A. and Johar, J.S. (1993), "Advertising practices for self-image projective products in the new Europe", The Journal of Consumer Marketing, Vol. 10 No. 4, pp. 15-26.
59. Steinberg, D.L. (2004), Korean Attitudes Toward the United States: Changing Dynamics, M.E. Sharpe, New York, NY.
60. Sun, T. and Wu, G. (2004), "Consumption patterns of Chinese urban and rural consumers", Journal of Consumer Marketing, Vol. 21 No. 4, pp. 245-54.
61. Tai, S.H.C. and Pae, J.H. (2002), "Effects of TV advertising on Chinese consumers: local versus foreign-sourced commercials", Journal of Marketing Management, Vol. 18, pp. 49-79.
62. Tansey, R., Hyman, M.R. and Zinkhan, G.M. (1990), "Cultural themes in Brazilian and US auto ads: a cross-cultural comparison", Journal of Advertising, Vol. 19 No. 2, pp. 30-9.
63. Tantavichien, A. (1989), "The role of advertising in Thailand's national development", unpublished master's thesis, California State University, Fresno, CA.
64. Taylor, C.R. (2005), "Moving international advertising research forward", Journal of Advertising, Vol. 34 No. 1, pp. 7-16.
65. Taylor, C.R., Miracle, G.E. and Chang, K.Y. (1994), "The difficulty of standardizing international advertising: some propositions and evidence from Japanese, Korean, US television advertising", in English, B.G. (Ed.), Global and Multinational Advertising, Lawrence Earlbaum, Hillsdale, NJ.
66. Taylor, R., Hoy, M. and Haley, E. (1996), "How do French advertising professionals develop creative strategy?", Journal of Advertising, Vol. 25 No. 1, pp. 1-14.
67. Terpstra, V. and David, K. (1991), The Cultural Environment of International Business, 3rd ed., South Western, Cincinnati, OH.
68. Thurlow, C. and Jaworski, A. (2003), "Communicating a global reach: in-flight magazines as a globalizing genre in tourism", Journal of Sociolinguistics, Vol. 7 No. 4, pp. 579-606.
69. Trafani, L. (2004) Revista Nova, (Nova Cosmopolitan), interview by email, January 13.
70. Whitelock, J. and Chung, D. (1989), "Cross-cultural advertising: an empirical study", International Journal of Advertising, Vol. 8, pp. 291-310.
71. Whitelock, J. and Rey, J.-C. (1998), "Cross-cultural advertising in Europe", International Marketing Review, Vol. 15, pp. 257-76.
72. Wong, N.Y. and Ahuvia, A.C. (1998), "Personal taste and family face: luxury consumption in confucian and western societies", Psychology and Marketing, Vol. 15 No. 5, pp. 423-41.
73. Yin, J. (1999), "International advertising strategies in China: a worldwide survey of foreign advertisers", Journal of Advertising Research, Vol. 6, pp. 25-35.
74. Yip, G.S. (1995), Total Global Strategy: Managing for Worldwide Competitive Advantage, Prentice-Hall, Englewood Cliffs, NJ.
75. Zandpour, F., Campos, V., Catalano, J., Chang, C., Cho, Y.D., Hoobyar, R., Jiang, S.-F., Lin, M-C., Madrid, S. and Scheidelerg, H. (1994), "Global reach and local touch: achieving cultural fitness in TV advertising", Journal of Advertising Research, Vol. 34 No. 5, pp. 35-62.
76. Zhang, J. and Shavitt, S. (2003), "Cultural values in advertisements to the Chinese X-generation: promoting modernity and individualism", Journal of Advertising, Vol. 32 No. 1, pp. 23-33.
77. Zhou, N. and Belk, R.W. (2004), "Chinese consumer readings of global and local advertising appeals", Journal of Advertising, Vol. 33 No. 3, pp. 67-76.
78. Lin, C.A. (1998), "Uses of sex appeals in prime-time television commercials", Sex Roles, Vol. 38, pp. 461-75.
79. McCracken, E.M. (1993), Decoding Women's Magazines, St. Martins, New York, NY.
80. Steeves, L.H. (1993), "Gender and mass communication in a global context", in Creedon, P.J. (Ed.), Women in Mass Communication, 2nd ed., Sage, Newbury Park, CA.
81. Wimmer, R.D. and Dominick, J.R. (1994), Mass Media Research: An Introduction, 4th ed., Wadsworth Publishing Co., Belmont, CA.
82. Zhang, Y.B. and Harwood, J. (2004), "Modernization and tradition in an age of globalization: cultural values in Chinese television commercials", Journal of Communication, Vol. 54, pp. 156-72.