Czarnecka, Barbara, Dahl, Stephan, and Eagle, Lynne (2013) Is food advertising culture-bound?: contradictory results from three European countries. Journal of Customer Behaviour, 12 (2-3). pp. 227-246.

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Abstract

The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained.

Item ID:	30328
Item Type:	Article (Research - C1)
ISSN:	1477-6421
Keywords:	cultural values, GLOBE dimensions, food product advertising
Related URLs:	Publisher
Date Deposited:	26 May 2014 06:01
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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