Horizontal and Vertical Cultural Differences in the Content of Advertising Appeals
Horizontal and Vertical Cultural Differences in the Content of Advertising Appeals
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广告诉求内容的横向和纵向文化差异
DOI：
10.1080/08961530.2011.578064
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发表时间：
2011
影响因子：
3.3
通讯作者：
Jing Zhang
中科院分区：
文献类型：
--
作者：
S. Shavitt;T. Johnson;Jing Zhang
垂直文化（强调等级）和水平文化（重视平等）之间的区别产生了关于广告诉求流行的新预测。对五个国家（丹麦、韩国、波兰、俄罗斯、美国）的1211份杂志广告进行了内容分析。揭示了广告内容的差异，强调了这种区别的价值。广告强调地位利益和独特性利益的程度与国家的纵向/横向文化分类相对应。这些和其他模式的广告效益进行了分析，并提供了预测的垂直/水平的区别与更广泛的个人主义/集体主义的区别进行了比较和测试。
ABSTRACT The distinction between vertical (emphasizing hierarchy) and horizontal (valuing equality) cultures yields novel predictions regarding the prevalence of advertising appeals. A content analysis of 1211 magazine advertisements in five countries (Denmark, Korea, Poland, Russia, U.S.) revealed differences in ad content that underscore the value of this distinction. Patterns in the degree to which ads emphasized status benefits and uniqueness benefits corresponded to the countries’ vertical/horizontal cultural classification. These and other patterns of ad benefits are analyzed, and the predictions afforded by the vertical/horizontal distinction versus the broader individualism/collectivism distinction are compared and tested.
影响因子：
4.8
作者：
Shavitt, Sharon;Torelli, Carlos J.;Wong, Jimmy
通讯作者：
Wong, Jimmy