Culture and its influence on advertising: Misguided framework, inadequate comparative design and dubious knowledge claim

Tsan-Kuo Chang*, Jisu Huh, Kristine McKinney, Sela Sar, Wei Wei, Adina Schneeweis

*Corresponding author for this work

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)671-692
Number of pages22
JournalInternational Communication Gazette
Volume71
Issue number8
DOIs
StatePublished - 1 Dec 2009

Keywords

  • Comparative research
  • Content analysis
  • Cultural values
  • International advertising
  • Sociology of knowledge

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