PurposeTo describe contemporary US society based on the dominant themes featured in magazine advertisements.Design/methodology/approachFrom eight general circulation magazines, 2,158 full‐page advertisements are examined using content analysis. The analysis includes the examination of ad characteristics, creative strategies and a critical literary analysis.FindingsThe results show evidence that US cultural values are embedded in popular magazine advertisements. In particular, individualism, low context communication patterns and action/achievement values are most common.Research limitations/implicationsThis study represents a snapshot in time. Neither culture nor media options are static. As a result, future work in this area should examine these changes.Practical implicationsSince only a few cultural dimensions are dominant in the sample, the results suggest that advertisers need not embed all social values in ads.Originality/valueThis paper provides evidence that an adaptive advertising strategy may be more effective than a global approach.

No abstract

Abstract-This study presents the results of a content analysis of 2476 tweets posted by Hillary Clinton and Donald Trump during the 2016 presidential election following their official nomination by their respective political parties. The study sought to determine whether the candidates used a focused campaign strategy in their tweets, and whether the tweets revealed priorities based on their focus and the time of the day they were posted. The results show that Clinton posted more tweets, had a more focused campaign than Trump during the same time frame.

No abstract