A cross‐cultural analysis of television advertising in the UK and the Czech Republic

Abstract

This paper presents the results of a cross-cultural analysis of television advertising in the Czech Republic and the UK. The need for this research is suggested by a gap in the literature concerning cross-cultural studies involving Eastern European countries. The aim is to compare advertising in the two countries in order to add to the debate on the feasibility of standardised advertising across cultural borders. The literature relating specifically to crosscultural studies of advertising in two or more countries provides the basis for this research study. A sample of television advertisements was collected from the two most viewed UK and Czech commercial channels and was examined using content analysis. The focus of the research is on differences and similarities in the creative strategies and executional formats used in the product categories advertised. In terms of creative strategies, there was great similarity overall. However, significant differences were found for six out of the 14 individual product categories studied. In contrast, many significant differences were found overall for executional formats. The partial nature of the support for the view that creative strategy is associated more with product category than with culture reflects a complex situation vis-a Á -vis international advertising standardisation.

An empirical examination of public attitudes towards advertising in a transitional economy

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INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature

“…Although the particular benefits desired by individuals may not differ across countries (e.g., using a car to get from point A to point B), specific features and psychological attributes (e.g., design of the car) may vary significantly across cultures (Cateora and Graham 2002), and these attributes may be a critical part of the advertising message. To understand how advertisements do vary across cultures, several content analyses have been conducted (e.g., Al-Olayan and Karande 2000; Biswas, Olsen, and Carlet 1992;Cho et al 1999;Koudelova and Whitelock 2001;Nevett 1992). Typically, a coding system is applied to ascertain differences in appeals, executions, tactics, or cues across two or more countries.…”

Consumers’ Message Orientation in Television Advertising and Branding: a Study on Indian Consumers

“…Executional Format Schmalensee (1983), Weinberger and Spotts (1989): Quoted in Koudelova and Whitelock (2001) Content analysis A change in execution format significantly affects effectiveness of the advertisements.…”