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A Cross-Cultural Comparison of Emotional Appeals in Advertising

구진경|임승희
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2016.04|상품학연구 (Journal of Product Research)|제34권 제2호|pp. 77-84|DOI 10.36345/kacst.2016.34.2.007

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참고문헌

키워드

collectivismindividualismfemininitymasculinitycultural valueemotional advertising
주제분류경영학

초록

A considerable amount of cross-cultural studies have been conducted in the advertising field. The dimensions mainly used in cross-cultural comparison are individualism versus collectivism and masculinity versus femininity. However, the dimension of masculinity-femininity is sometimes confounded with individualism-collectivism, because they have a common denominator in terms of relationships, even though Hofstede (2001) points out that these two dimensions are independent and orthogonal. Furthermore, while previous research has suggested cultural differences influence appropriate message appeals and depictions of gender, such research has seldom examined the effect of emotional appeals across cultures. In sum, the purpose of this research is to examine culture differences in emotional advertising considering two independent cultural dimensions jointly(individualism versus collectivism and masculinity versus femininity). A content analysis of 210 emotional television advertisements in eight different countries was employed. The results of the content analysis demonstrate that individual emotion was used more compared to collectivistic emotion in individualistic cultures, while collectivistic emotion was more used compared to individualist emotion in collectivistic cultures. Meanwhile, masculine emotion was more used compared to feminine emotion in masculine cultures. More interestingly, results show that the relative frequency of emotional appeals differed in both masculine and feminine cultures in similar individualistic cultures. This pattern was also true in collectivistic cultures even, but it was not statistically significant. Similarly, individual and collectivistic emotions were used differently in both masculine and feminine cultures. These findings, when taken together, suggest that not all individualistic(collectivistic) cultures appeal similar emotions; it also means not all masculine(feminine) cultures appeal similar emotions, suggesting two cultural dimensions of individualism-collectivism and masculinity versus femininity should be considered jointly.

Abstract

A considerable amount of cross-cultural studies have been conducted in the advertising field. The dimensions mainly used in cross-cultural comparison are individualism versus collectivism and masculinity versus femininity. However, the dimension of masculinity-femininity is sometimes confounded with individualism-collectivism, because they have a common denominator in terms of relationships, even though Hofstede (2001) points out that these two dimensions are independent and orthogonal. Furthermore, while previous research has suggested cultural differences influence appropriate message appeals and depictions of gender, such research has seldom examined the effect of emotional appeals across cultures. In sum, the purpose of this research is to examine culture differences in emotional advertising considering two independent cultural dimensions jointly(individualism versus collectivism and masculinity versus femininity). A content analysis of 210 emotional television advertisements in eight different countries was employed. The results of the content analysis demonstrate that individual emotion was used more compared to collectivistic emotion in individualistic cultures, while collectivistic emotion was more used compared to individualist emotion in collectivistic cultures. Meanwhile, masculine emotion was more used compared to feminine emotion in masculine cultures. More interestingly, results show that the relative frequency of emotional appeals differed in both masculine and feminine cultures in similar individualistic cultures. This pattern was also true in collectivistic cultures even, but it was not statistically significant. Similarly, individual and collectivistic emotions were used differently in both masculine and feminine cultures. These findings, when taken together, suggest that not all individualistic(collectivistic) cultures appeal similar emotions; it also means not all masculine(feminine) cultures appeal similar emotions, suggesting two cultural dimensions of individualism-collectivism and masculinity versus femininity should be considered jointly.

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