Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Sign In to gain access to subscriptions and/or personal tools.
International Communication Gazette
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Chang, T.-K.
Right arrow Articles by Schneeweis, A.
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Culture and Its Influence on Advertising

Misguided Framework, Inadequate Comparative Design and Dubious Knowledge Claim

Tsan-Kuo Chang

Department of Media and Communication at the City University of Hong Kong, tkchang{at}cityu.edu.hk

Jisu Huh

School of Journalism and Mass Communication at the University of Minnesota-Twin Cities, jhuh{at}umn.edu

Kristine McKinney

University of Minnesota

Sela Sar

Greenlee School of Journalism and Communication at the Iowa State University, selasar{at}iastate.edu

Wei Wei

University of Minnesota

Adina Schneeweis

University of Minnesota

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.

Key Words: comparative research • content analysis • cultural values • international advertising • sociology of knowledge

International Communication Gazette, Vol. 71, No. 8, 671-692 (2009)
DOI: 10.1177/1748048509345063
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?