A partir d'analyses du contenu de la publicité parue dans des revues américaines et japonaises depuis 1945, et de la publicité télévisée de ces deux pays en 1984, il apparaît que les publicités américaines font peu appel au statut social et beaucoup à l'individualisme, alors que pour les publicités japonaises, c'est l'inverse. Nous développons des explications théoriques à ce sujet en nous référant aux valeurs culturelles courantes au Japon ou aux Etats-Unis. De plus, le paradoxe apparent de la covariation négative entre l'utilisation des valeurs de statut social et d'individualisme est expliqué en reconsidérant le concept de statut social comme reflet de la place au sein de la société plutôt que de l'individualisme. Sont également étudiées brièvement les implications pour l'utilisation de stratégies publicitaires globales ou spécifiques à une culture.
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