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The Globalization of Diversity: Knowledge Formation and Global Public Life
... Globalization generally has been viewed as a multifaceted concept including economic, social, cultural, and political dimensions (van Ittersum and Wong, 2010). Many scholars, however, have reflected a "penchant for economic determinism" and implicitly have viewed culture as a secondary and dependent variable or even explicitly regarded it as subordinate to economic globalization (Featherstone, 2004). ...
... Cultural symbols-such as brands-are provided by the consumption culture (Nijman, 1999;Featherstone, 2004), and their exchange depends, in great part, on available communication technologies and media content (Appadurai, 1990). ...
Gender role norms for men and women can vary significantly from one culture to the next. A critical question for marketers and advertisers is whether gender differences translate into differences in consumer evaluations of marketing communications. In contrast with the disciplines of psychology and sociology, there has been a significantly more limited examination of sex differences in the area of consumer responses to advertising. The focus of this investigation is to address three key questions: (1) are certain ad appeals more effective with males vs. females? (2) do such preferences vary by culture? (3) are there age-related differences in the perception of soft-sell ads? This research examines gender and age differences in responses toward soft-sell ads in four different cultures. Specifically, it tests whether men and women and older and younger individuals differ in terms of attitude toward the ad, message credibility, irritation experienced, and ultimate purchase intention in the U.S, France, Germany and Italy. With regard to ad appeals, this study focuses specifically on soft-sell appeals (closely related to emotional appeals), which have been employed in advertising messages for more than a century. Soft-sell appeals are often contrasted with hard-sell appeals. Soft-sell appeals employ more visual imagery and are more subtle and ambiguous than hard-sell ones.
... Globalization generally has been viewed as a multifaceted concept including economic, social, cultural, and political dimensions (van Ittersum and Wong, 2010). Many scholars, however, have reflected a "penchant for economic determinism" and implicitly have viewed culture as a secondary and dependent variable or even explicitly regarded it as subordinate to economic globalization (Featherstone, 2004). ...
... Cultural symbols-such as brands-are provided by the consumption culture (Nijman, 1999;Featherstone, 2004), and their exchange depends, in great part, on available communication technologies and media content (Appadurai, 1990). ...
This chapter describes the detailed process of fictitious ad development for a multi-country advertising research project. Fictitious ads are frequently employed in advertising research in order to avoid the influence of attitudes toward established or recognized brands. Unfortunately, all too often, researchers do not pay sufficient attention to the development and pre-testing of such fictitious ads. In this contribution, the authors propose a detailed outline of the series of steps necessary in the development of fictitious ads, as well as a means by which to pre-test the various components of the ads (Figure 1). After pre-testing of the various components (such as general theme, visuals, fictitious brand name, slogan, selected product features and desired advertising appeal), as a last step, it is essential that researchers carry out a manipulation check with the finalized ads. This process helps to ensure that the messages conveyed by the various components selected for the ads are indeed the intended ones.
... Globalization generally has been viewed as a multifaceted concept including economic, social, cultural, and political dimensions (van Ittersum and Wong, 2010). Many scholars, however, have reflected a "penchant for economic determinism" and implicitly have viewed culture as a secondary and dependent variable or even explicitly regarded it as subordinate to economic globalization (Featherstone, 2004). ...
... Cultural symbols-such as brands-are provided by the consumption culture (Nijman, 1999;Featherstone, 2004), and their exchange depends, in great part, on available communication technologies and media content (Appadurai, 1990). ...
Prior research has revealed that advertisements utilizing a global consumer culture positioning (GCCP) strategy more often adopt soft-sell (indirect and image-based) rather than hard-sell (direct and information-based) appeals. However, little empirical research has examined consumer preferences for soft-sell versus hard-sell advertising appeals in multi-country settings. This investigation attempted to fill this gap by proposing a multi-country research framework and conducting a pilot study. Soft-sell and hard-sell versions of a print advertisement were pretested with nearly 2,000 subjects in both holistic- and analytical-thinking countries. Findings indicated that employing a soft-sell appeal would be more effective than its hard-sell counterpart in global markets. Results from t-tests collectively indicated that soft-sell advertisements were more likely to generate favorable attitudes and less likely to evoke advertising irritation in most of the countries examined. In closing, the authors discuss theoretical as well as managerial implications, recognize important limitations, and summarize suggestions for future research.
... As a large number of scholars (e.g. Appadurai, 1990;Smith, 1990;Tomlinson, 1991;Nijman, 1999;Tomlinson, 2003;Featherstone, 2004;Giddens, 2005) also note, globalisation does not destroy local cultures, neither does it homogenise them. The world culture is created through "the increasing interconnectedness of varied local cultures, as well as through the development of cultures without a clear anchorage in any one territory" (Hannerz, 1990, p.237). ...
... On the contrary, the global expansion of consumption culture facilitates the display of new identities via the commodification of a diversity of identities. That is, the commodification of consumption -as a symbolic mediator for instance -provides the ground for creating meanings, self-images, self-identities and values (Firat and Venkatesh, 1995;Featherstone, 2004). Since these identities, images, and values are very diverse in different societies around the world, consumption (of even similar products) cannot lead to the emergence of a single global culture which is similar everywhere. ...
In this paper, I critique the cliched representations of culture in the general context of cross-cultural business and management studies. My primary objective is to demonstrate how a lack of conceptualisation of culture has resulted in the proliferation of misconceptions and cultural stereotypes. I identify some possible causes for the creation and acceleration of these cliches. Then, using the example of 'global culture', I seek to question some of the underpinning assumptions about the very essence of culture. I intend to create awareness about the potential risks of oversimplification of certain terms and concepts and call for more in depth treatment of culture in the broad area of business and management context.
... Globalization generally has been viewed as a multifaceted concept including economic, social, cultural, and political dimensions (van Ittersum and Wong, 2010). Many scholars, however, have reflected a "penchant for economic determinism" and implicitly have viewed culture as a secondary and dependent variable or even explicitly regarded it as subordinate to economic globalization (Featherstone, 2004). ...
... Cultural symbols-such as brands-are provided by the consumption culture (Nijman, 1999;Featherstone, 2004), and their exchange depends, in great part, on available communication technologies and media content (Appadurai, 1990). ...
Purpose – This chapter presents a framework useful in conducting multicountry marketing and advertising research. For the purpose of illustrating the series of steps involved in conducting such investigations, a six-country study examining global consumer culture positioning (GCCP) is presented. The suggested steps are relevant for the exploration of a wide variety of marketing- and advertising-related topics.
Methodology/approach – Steps essential to a well-planned research design are addressed in detail, including: theory identification, stimuli selection, hypotheses formulation, measurement development, country selection, fictitious ad development, survey design, cross-national data equivalence, and hypotheses testing. Particular attention is given to construct specification (in this case for soft-sell and hard-sell advertising appeals) and fictitious ad development. General consumers in six countries responded to the ads. Specific procedures for validating formative constructs and testing their cross-country equivalency are suggested.
Findings – The chapter provides practical recommendations for conducting cross-cultural research. These recommendations are likely to prove useful to both researchers conducting multicountry investigations, and to instructors teaching graduate-level courses in international marketing and advertising research.
Originality/value of paper – Multicountry research requires a series of challenging decisions. Although a well-planned research design is particularly essential in a cross-cultural setting, little attention has been given in providing researchers and instructors with methodological recommendations. This chapter is intended to be a useful reference for these audiences.
The primary 'international advertising" topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized. This article begins with a discussion of the cumulative findings of this stream of research, followed by a look at major theories that have been applied to international advertising research, with a special focus on the application of culture's use as a conceptual basis for advertising studies. An exploration of the recent trend toward considering advertising in the context of global branding strategies is followed by a discussion of methodological issues in international advertising research, focusing on problems that have been identified and "best practices" for researchers in overcoming these problems.
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