Abstract
Advertisements in a sample of U.S. magazines portrayed characters in more “individualistic” stances than did a comparable sample of advertisements published in magazines of Great Britain. By contrast, England's advertisements, according to this content analysis, made social class differences more evident. This study looks at the issue: Should advertising be standardized around the world, aiming at homogeneous buyers, or should advertising reflect individual cultural differences? Here individual cultural adaptation wins the argument.
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