Advertising Appeals Within Cultures Based On Consumers Values Essay

3550 Words Aug 6th, 2014 15 Pages
DIFFERENTIATING ADVERTISEMENT APPEALS WITHIN CULTURES BASED ON CONSUMERS VALUES

BY
RAJSHREE PANDA (ASSISTANT PROFESSOR I),
AMITY SCHOOL OF BUSINESS, AMITY UNIVERSITY
E.MAIL: rpanda@amity.edu
PH:9999130121

ABSTRACT

The purpose of this paper is to examine Impact of Advertisement Appeals within cultures based on country characteristics and Schwartz values

Approach – This paper describes important to identify values which can be used as a communication tool in advertisement to design appeals in accordance to the individualistic and collective cultures. .Primary and Secondary data and various models are studied to identify them.

Findings – Results reflect that for a product to be communicated across cultures different dimensions has to be taken care of because of huge cultural difference prevailing. Organizations have to carefully examine these factors to successfully design advertising appeals for a product to be adapted globally because of the cultural sensitivity attached to it.. Eventually, organizations would have to create differentiation based on psychological attributes based on value dimensions.
Originality/value –. The paper can be helpful to Multinational organizations having employees of multiple cultures wherein they can use this research to design their advertisement strategies according to International clusters, based on Schwarz value dimensions
KEYWORDS: Individualistic cultures, Collective cultures, Schwartz values, advertising Appeals…
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