Analysis of Information Content in U.S. and Japanese Magazine Advertising

Madden, Charles S.; Caballero, Marjorie J.; Matsukubo, Shinya

doi:10.1080/00913367.1986.10673017

Cited by 118 publications

(55 citation statements)

References 7 publications

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“…As reviewed previously, there is abundant empirical support for this conceptualization in the literature, in terms of information content (e.g, Hong et al 1987;Keown et al 1992;Lin and Salwen 1995;Madden et al 1986), creative strategy (e.g., Lin, 1993;Ramaprasad and Hasegawa 1992), and cultural values Belk and Bryce 1986;Mueller 1987Mueller , 1992. The issues to be examined in this study are therefore the three principal attributes of marketing communications, namely information content, cultural values and creative strategies.…”

Section: Research Hypothesesmentioning

confidence: 92%

“…The predominant research theme is the evaluation and comparison of information content, and most studies adopted Resnik and Stern's (1977) instrument, which consists of 14 information 'cues', such as price, quality, performance and so forth. This literature provides evidence that Japanese advertising contains a higher level of informativeness than American advertising, primarily in the print medium (e.g., Hong et al 1987;Keown et al 1992;Madden et al 1986;Ramaprasad and Hasegawa 1992). As regards cultural difference in the types of information presented, the Japanese tend to focus on 'very specific details concerning packaging, design, safety features and guarantees', while Americans are sensitive to the evidence, and to the persuasiveness of the arguments employed (Mueller 1991).…”

Section: Japanese Culture and Advertisingmentioning

confidence: 99%

“…Mueller (1991) attributes this contradiction to differences in the media analysed. In fact, the majority of comparative studies on information content examined print media (e.g., Hong et al 1987;Madden et al 1986), while research on creative dimensions focused primarily on television (e.g., Lin 1993;Ramaprasad and Hasegawa 1992). Mueller's argument is corroborated by Lin and Salwen (1995) and by Keown et al (1992), who both found that the information content of television commercials is higher in the USA than in Japan.…”

Section: Japanese Culture and Advertisingmentioning

confidence: 99%

See 2 more Smart Citations

Does Culture Matter?: Identifying Cross-national Dimensions in Japanese Multinationals' Product-based Websites

Okazaki¹

2004

Electronic Markets

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Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in:Electronic Markets 14 (1) The multivariate discriminant analysis revealed that the two market samples were successfully classified according to their cultural affiliations for all the variables examined. However, the findings provide only limited support for the proposed links between cultural context and web content in term of information cues, cultural values and creative strategies. Specifically, while the multivariate discriminant analysis confirmed that the two market samples were statistically classifiable into their cultural affiliations for all variables, it failed to recognize widely accepted culture-specific influences: a greater usage of collectivism and emotional appeals in the Japanese market sample. Nevertheless, a higher informativeness remains its significant discriminator. Keywords

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Section: Research Hypothesesmentioning

confidence: 92%

Section: Japanese Culture and Advertisingmentioning

confidence: 99%

Section: Japanese Culture and Advertisingmentioning

confidence: 99%

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Does Culture Matter?: Identifying Cross-national Dimensions in Japanese Multinationals' Product-based Websites

Okazaki¹

2004

Electronic Markets

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“…A pioneering study by Madden et al (1986) identified more information cues in Japanese print ads (85 per cent of the total were found to contain more than one cue) than in their US counterparts (75 per cent), arguing that Japanese consumers tend to demand more detailed product information than do Americans. Hong et al ( 1987) echoed this finding, concluding that Japanese magazine ads contained a higher number of information cues (95 per cent) than US samples (90 per cent).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

A content analysis of multinationals’ Web communication strategies: cross‐cultural research framework and pre‐testing

2002

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Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: ABSTRACTDespite the growing trend toward the interactive medium, there would appear to be a lack of comprehensive research methodology for evaluating the degree of standardisation in multinational corporations' (MNCs') online communication strategies across differing cultures. The objective of this exploratory study is to construct a research framework for cross-cultural comparison of corporate Web pages, applying traditional advertising content study techniques. A series of pretests were conducted to examine three explanatory variables, i.e. information content, cultural values and creative strategies on Japanese MNCs' product-based home pages in Japan, Spain and the USA. The results revealed that Japanese firms tended to localise their online communication strategies in their target markets. In closing, future research directions are discussed and content analysis research designs are summarised.

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“…This trend reversed towards standardization in the 1980s, in accordance with a drastic increase in multinational advertising agencies (Yin, 1999). A series of content analysis studies were conducted during this period that attempted to identity cross-cultural differences between Japanese and American advertising (Madden et al, 1986;Hong et al, 1987;Mueller, 1987).…”

Section: Standardization Versus Localizationmentioning

confidence: 99%

Right messages for the right site: on‐line creative strategies by Japanese multinational corporations

Okazaki

Alonso

2003

Journal of Marketing Communications

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Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: The aim of this research was to compare the on-line creative strategies of Japanese multinational corporations that are used at home and in foreign markets in the light of the standardization versus localization debate. Product-based websites created by the same Japanese firms were examined in Japan, Spain and the USA using a cross-cultural content analysis research framework. The findings show that Japanese multinational corporations are likely to localize their web communications through tailoring on-line creative strategies according to the target market. Domestically, soft sell approaches are used more than hard sell approaches in Japan, whilst the relation reverses in the USA. Spain equally weighs both approaches. Cross-culturally, while Japan tends to employ soft sell approaches more than the other countries, there is no significant difference across the three countries. On the other hand, the USA significantly differs from the others in terms of the usage of hard sell approaches. The dimension of creative executions in Spain seems more limited.

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Analysis of Information Content in U.S. and Japanese Magazine Advertising

Cited by 118 publications

References 7 publications

Does Culture Matter?: Identifying Cross-national Dimensions in Japanese Multinationals' Product-based Websites

Does Culture Matter?: Identifying Cross-national Dimensions in Japanese Multinationals' Product-based Websites

A content analysis of multinationals’ Web communication strategies: cross‐cultural research framework and pre‐testing

Right messages for the right site: on‐line creative strategies by Japanese multinational corporations

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