An Analysis of the Relationship of Comparative Advertising and Culture in Japanese Natives in the Dallas, Texas Area

• Main Author: Fukawa, Kazuhisa
• Other Authors: Starr, Douglas P.
• Format: Others
• Language: English
• Published: North Texas State University 1979
• Subjects: comparative television advertising; Comparative advertising.; Japanese Americans > Texas > Dallas > Attitudes.; Television advertising > United States.; Television advertising > Japan.; Japanese natives
• Online Access: https://digital.library.unt.edu/ark:/67531/metadc663145/

This study was designed to test whether Japanese natives who retained traditional Japanese value orientations and who resided in the Dallas, Texas area would have unfavorable attitude toward the concept of comparative television advertising. Data were collected from 104 respondents of varying sex, age, education, occupation, length of stay in the United Sates, intention of settling in the United States, and television viewing horse. All null hypotheses were accepted, indicting that cultural influence among Japanese natives in the Dallas area did not result fin unfavorable attitude toward comparative advertising despite the fact that in Japan, the name of names in advertising is counter to basic Japanese culture and tradition.