A Comparison of Cultural Values in British and American Print Advertising: A Study of Magazines.

Frith, Katherine Toland; Wesson, David

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Peer reviewed

ERIC Number: EJ432602

Record Type: Journal

Publication Date: 1991

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0196-3031

EISSN: N/A

A Comparison of Cultural Values in British and American Print Advertising: A Study of Magazines.

Frith, Katherine Toland; Wesson, David

Journalism Quarterly, v68 n1-2 p216-23 Spr-Sum 1991

Examines the cultural content of advertisements in two superficially similar countries (Great Britain and the United States). Finds U.S. advertising portraying characters in more "individualistic" stances, with social class differences more evident in British advertising. Maintains that advertising should adapt to individual cultural differences. (SR)

Descriptors: Advertising, Content Analysis, Cross Cultural Studies, Cultural Differences, Foreign Countries, Higher Education, Media Research, Periodicals

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Identifiers - Location: United Kingdom (Great Britain); United States

Grant or Contract Numbers: N/A