The relationship of cultural values and message strategies in service advertising

Abstract

Differences in cultural values may result in perceptual differences and thus necessitate the use of different advertising message strategies in different cultures. This paper tests the relationship between cultural values and advertising message strategies employed in service advertising using the affective response approach, rather than content analysis. The results show that Hong Kong advertisers use significantly more transformational messages than in US services advertising. Advertising message strategies and cultural values often relate in a non-random way. Informational message strategy and realistic culture are found to be strongly associated. When societies are more materialistic, advertisers are more likely to use transformational messages due to the high correlation between materialism and brand image. The result also shows that masculine culture, and cultures with long-term orientation, idealism or low individualism are more likely to adopt transformational message strategy.

The Role of User Involvement, User Involvement Types, Product Category Involvement and Advertising Appeals in Social Media Advertising Effectiveness: A Middle East Context (Iran)

“…Therefore, parts of the differences between the current results and the results of traditional media studies fall under the influence of Iran’s low contextual and collectivistic cultural attributes as a Middle Eastern country. Regarding the similarities and differences of the findings of the current study with previous similar cultural studies, on the basis of the popular bipolar cultural dimensions, including individualism versus collectivism (Hofstede, 1980) and low-context versus high-context, some studies conducted by researchers such as De Mooij (2013), Ford et al (2005), Okazaki et al (2010), Taylor et al (1997), and Susan (2004) proved that in the Western cultures, informational advertising outperforms transformational advertising. Conversely, transformational advertising excels at the far Eastern cultures than informational advertising.…”

“…In this regard, one of the important factors in the field of advertising effectiveness is cultural issues. Accordingly, a set of previous articles in the field of advertising effectiveness have concentrated on the impact of countries and their cultural differences in advertising effectiveness, for instance, studies on Nigeria (Alozie, 2010), China, the United States versus Japan (Okazaki, Mueller & Taylor, 2010), the United States versus Korea (Taylor, Miracle & Wilson, 1997), Hong Kong versus the United States (De Mooij, 2013), the United States versus Hong Kong (Susan, 2004), and the United States versus Korea (Ford, Bang, Anne Raymond, Taylor & Sook Moon, 2005). On the other hand, another set of cultural studies have made much effort to group the cultural attributes of different countries and regions of the world into two contradictory well-known general types, namely, low-context versus high-context (Hall, 1976) and individualism versus collectivism (Hofstede, 1980).…”

Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city

“…This study applied the consumer preference approach in order to test the hypotheses as previous researches successfully did in the USA, China and Hong Kong (Tai, 2004;Y. Zhang & Gelb, 1996).…”

Marketing Communications’ Message Strategies of TikTok Shop Indonesia and Shopee Indonesia Through Social Media Instagram

“…Collaborative content with KOL uploaded by Shopee Indonesia's Instagram account contains informational messages. Informational messages can be divided into three categories of messages comparison with competitors, informing uniqueness, and explaining facts related to the company's products and services (Tai, 2004). The message conveyed in Shopee Indonesia's Instagram uploads to the public is more oriented towards a form of soft selling, where KOL has a function as a recommendation provider, later the audience will be taken to the Shopee application via a link, where recommended products from KOL can be found there.…”