Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the US

Abstract

This study examines the cultural factors influencing the use of advertising appeals in two culturally diverse countries: China and the US. Findings from the content analyses of the Chinese and the US food advertisements support eight of the 10 hypotheses, suggesting that community, popular, ornamental, status, dear, health, and nutrition appeals are more frequently used in countries with a more collectivist, greater power distance, and stronger long-term orientation culture such as in China than in the US, whereas an independence appeal was more frequently used in an individualistic society like the US than in China. Overall, findings suggest that advertising appeals in global markets reflect the dominant cultural values in each country. Implications and suggestions for future research are discussed.