Is food advertising culture-bound? Contradictory results from three European countries

Czarnecka, Barbara; Stephan Dahl, Stephan; Eagle, Lynne
June 2013
Journal of Customer Behaviour;Summer/Autumn2013, Vol. 12 Issue 2/3, p227
Academic Journal
The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were contentanalysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained.


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