MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING

Abstract

Content analyses of US and Japanese magazine advertisements featuring products and services in a home setting reveal several significant differences over time and support hypotheses based on comparative cultural values and economic conditions. As expected, recent Japanese advertising has increasingly emphasised status to a much greater degree than recent US advertising, and recent US advertising has continued to emphasise personal efficacy to a much greater degree than does Japanese advertising. Both cultures are found to use materialistic themes in their advertisements.

Citation

Belk, R.W. and Pollay, R.W. (1985), "MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING", International Marketing Review, Vol. 2 No. 4, pp. 38-47. https://doi.org/10.1108/eb008290