Cross Cultural Differences in Tv Advertising, Comparative...

CROSS CULTURAL DIFFERENCES IN TV ADVERTISING, COMPARATIVE STUDY: USA, AUSTRIA AND SERBIA Branka NovÄ ić Faculty of Organizational Sciences, University of Belgrade Jove Ilica 154, Serbia novcicb@fon.bg.ac.rs Vesna Damnjanović Faculty of Organizational Sciences, University of Belgrade Jove Ilica 154, Serbia damvesna@fon.bg.ac.rs Abstract The main purpose of this study was to examine and compare the presence of cultural differences in advertising within television commercials based on Hofstede’s five cultural dimensions: power distance, individualism, masculinity, uncertainty avoidance, and long term orientation. Observation of television commercials included surveying among younger population in following countries: the United States†¦show more content†¦Especially helpful for advertisers in understanding different advertising styles are, an understanding of general communication styles of cultures, and styles of mass communication (Aaker, 1984). Several cross-national comparative studies exploring international advertising were undertaken in the past few decades. Adlen, Hoyer, Lee (1993) highlighted that researchers have examined print and TV advertising from various national markets for similarities and differences in: (1) levels and types of information, (2) reflection of national culture toward consumption, (3) portrayal of sex roles. One of the first comparative studies on content analysis of Japanese and U.S. magazine advertising, was conducted by Hong, Muderrisoglu Zinkhan in 1987. They concluded that major differences are present in advertisement in these countries, regarding emotional appeals, informativeness, and comparativeness of advertising. Jin (2010) examines cultural characteristics of four countries: China, Japan, Korea and the United States that are reflected in construction and content of online banner ads, based on the models of culture dimensions proposed by Hofstede, Hall and Trompenaars Hampden-Turner. Kalliny, Saran, Ghanem and Fisher (2011) outlined that understanding the nature and influence of cultural differences is focal in creating international marketing strategy. Same authors, investigated cultural dimensions contextualization, individualism/collectivism, timeShow MoreRelatedOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagestheir livings, and their unprecedented ability to move about the globe. Moya and McKeown set the patterns of migration in the twentieth century against those extending back millennia, and they compare in imaginative ways the similarities and differences among diverse flows in different geographical areas and across ethnic communities and social strata. They consider not only the nature, volume, and direction of migrant movements motivated primarily by opportunities for economic advancement—including