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Is food advertising culture-bound? Contradictory results from three European countries

  • Barbara Czarnecka
    ,
  • Stephan Dahl
    ,
  • Lynne Eagle
Research Output: Contribution to journal Article Peer-review

Abstract

The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 227-246

Journal (Volume, Issue Number)

Journal of Customer Behaviour (Volume 12, Issue 2-3)

Publication milestones

  • Published - 01/06/2013

Publication status

Published - 01/06/2013

ISSN

1475-3928

External Publication IDs

  • handle.net: 10547/623653

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