TY - JOUR
T1 - Culture and its influence on advertising
T2 - Misguided framework, inadequate comparative design and dubious knowledge claim
AU - Chang, Tsan-Kuo
AU - Huh, Jisu
AU - McKinney, Kristine
AU - Sar, Sela
AU - Wei, Wei
AU - Schneeweis, Adina
PY - 2009/12/1
Y1 - 2009/12/1
N2 - This study reports results from a content analysis of comparative advertising studies published in 11 major journals between 1975 and 2005. In the context of sociology of knowledge, the objective was to determine how we come to know what we know about the relationship between culture and advertising in cross-national settings in terms of competing theories and common methodological practices, and to propose concrete solutions to analytical problems encountered in comparative advertising research. The results show that the framework of existing studies was often misguided and the comparative design inadequate to determine the effect of culture on advertising, leaving the knowledge claim of a causal relationship dubious.
AB - This study reports results from a content analysis of comparative advertising studies published in 11 major journals between 1975 and 2005. In the context of sociology of knowledge, the objective was to determine how we come to know what we know about the relationship between culture and advertising in cross-national settings in terms of competing theories and common methodological practices, and to propose concrete solutions to analytical problems encountered in comparative advertising research. The results show that the framework of existing studies was often misguided and the comparative design inadequate to determine the effect of culture on advertising, leaving the knowledge claim of a causal relationship dubious.
KW - Comparative research
KW - Content analysis
KW - Cultural values
KW - International advertising
KW - Sociology of knowledge
UR - http://www.scopus.com/inward/record.url?scp=70449109617&partnerID=8YFLogxK
U2 - 10.1177/1748048509345063
DO - 10.1177/1748048509345063
M3 - Article
AN - SCOPUS:70449109617
SN - 1748-0485
VL - 71
SP - 671
EP - 692
JO - International Communication Gazette
JF - International Communication Gazette
IS - 8
ER -