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DOCUMENT RESUMEED 271 776CS 209 928AUTHORMueller, BarbaraTITLEReflections of Culture: An Analysis of Japanese andAmerican Advertising Appeals.PUB DATEAug 86NOTE21p.; Paper presented at the Annual Meeting of theAssociation for Education in Journalism and MassCommunication (69th,, Norman, OK, August 3-6,1986).PUB TYPEReports – Research/Technical (143) –Speeches /Conference Papers (150)EDRS PRICEMF01/PC01 Plus Postage.DESCRIPTORS*Advertising; Comparative Analysis; Content Analysis;*Cultural Context; *Cultural !nfluences; ForeignCountries; *Media Research; PeriodicalsIDENTIFIERSAdvertising Effectiveness; *Japan; United StatesABSTRACTA study examined the advertising of Japan and theUnited States to determine if commercialmessages reflect thecultural values of a particular society, thereby indicating theneedfor specialized campaigns. It was hypothesized that the majority ofJapanese advertisements would use the traditional appeals ofgroup,consensus, soft sell, veneration of the elderly, and traditionalstatus and oneness with nature. If, however, advertising isattempting to shape social values for the commercialpurposes ofcreating a Westernized or world consumer culture, itwas expectedthat modern advertising appeals, such as individuality andindependence, hard sell, youth and modernity, product merit,andemnipulation of nature appeals would prevail. A sample of printadvertisements from mass circulation magazines (general interestnewsand female magazines) was examined. American advertisements servedasa standard against which the degree of westernization of advertisingappeals was compared. The results showednumerous differences betweenJapanese and American advertisements. However, differences observedwere in degree rather than in kind. Advertisements in both countriesimplement to some extent thesame ten basic advertising appeals.(HTH)***t********************************************************************Reproductions supplied by EDRS are the best thatcan be made**from the original document.***u********************************************************************
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