Are U.S. and French Cultural Differences Reflected in Advertising Appeals?
Using 2 of Hofstede's cultural dimensions (power distance and uncertainty avoidance) associated by the research of Albers-Millers and Gelb with some of Pollay's value appeals used in advertising, this study successfully replicated 3 of 8 dependant relationships when analyzing the content o...
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| Format: | Others |
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Digital Commons @ East Tennessee State University
2008
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| Online Access: | https://dc.etsu.edu/etd/1901 https://dc.etsu.edu/cgi/viewcontent.cgi?article=3253&context=etd |