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Erschienen in:
2015 | OriginalPaper | Buchkapitel
The Impact of Cultural Values on Meanings Intended in Self-Designed Print Advertisements
verfasst von : Lianxi Zhou
Erschienen in: Proceedings of the 1998 Multicultural Marketing Conference
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This study is built on the theoretical foundation of McCracken’s (1987, 1989) cultural meaning transfer model of advertising, and examines the meanings intended in self-designed print advertisements for a fictitious brand of athletic shoes. In reflection of the impact of individualism in the Western cultures, the majority of self-designed ads from the Canadian sample put more emphasis on brand meanings in terms of managing one's consumption-related problems or sensory gratification and less emphasis on social brand meanings such as group membership and prestige. The implications and limitations of the findings for cross-cultural communications in advertising aie discussed.