A comparative empirical study of the influence of culture on television advertising (exploring the applicability of Hofstede' s cultural model)

• Project/Area Number: 12630112
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Single-year Grants
• Section: 一般
• Research Field: Commerce
• Research Institution: Otaru University of Commerce
• Principal Investigator: PRAET Carolus L.C. Faculty of Commerce, Otaru University of Commerce, Associate Professor, 商学部, 助教授 (40292081)
• Project Period (FY): 2000 – 2001
• Project Status: Completed (Fiscal Year 2001)
• Budget Amount: ¥3,300,000 (Direct Cost: ¥3,300,000); Fiscal Year 2001: ¥1,100,000 (Direct Cost: ¥1,100,000); Fiscal Year 2000: ¥2,200,000 (Direct Cost: ¥2,200,000)
• Keywords: television advertising / celebrities / culture / cross-cultural research / Hofstede / 比較研究

Research Abstract

This study seeks to contribute to the body of knowledge about how advertising and culture are interrelated, by conducting a cross-cultural empirical study regarding the use of celebrities in advertising and Hofstede's (1984, 1991, 2001) dimensions of culture. The study compared television advertising from the following 10 countries: Brazil, China, Germany, Italy, Japan, Malaysia, New Zealand, South Korea, Sweden, and Switzerland. Commercials were recorded from national television stations between February 2001 and March 2002, and between 18.00 and 24.00 in each of the countries. The total number of sample commercials ranged between 123 to 347 commercials per country. A multiple stepwise regression analysis was conducted with the sample countries' scores on the Hofstede dimensions (Individualism [IDV], Masculinity [MAS] , Power Distance [PDI], Uncertainty Avoidance [UAH], Long Term Orientation [LTO]), and the countries' GNP per capita data for 1999 as independent variables, and the coun tries' percentage scores of celebrity advertising as the dependent variable.
Results show that IDV (-) and UAI (+) made independent significant contributions, with IDV being a somewhat stronger predictor than UAI. Explaining power of the model was 78.7 %.
In conclusion, countries scoring high on Individualism use relatively few celebrities in advertising as compared to countries with low scores on this dimension. Similarly, countries with relatively high scores on Uncertainty Avoidance use more celebrities than countries with a low score on the dimension. By combining country scores on the IDV and UAI dimensions, it becomes possible to explain and predict the appropriateness of the use of celebrities in advertising. This study's findings suggest the validity of using Hofstede's cultural model to the use of celebrities in advertising across national markets. In order to make the model more robust, additional country samples need to be added to the current sample. The researcher plans to do this in a follow-up study.

Research Products

• [Publications] Praet, Carolus L.C.: ""Japanese Advertising, the World's Number One Celebnty Showcase? A Cross-Cultural Comparison of the Frequency of Celebrity Appearances in TV Advertising,""International Conference Proceedings of the American Academy of Advertising, 2001 Asia-Pacific Conference, American Academy of Advertising. 6-13 (2001)
  • Description: 「研究成果報告書概要(和文)」より
• [Publications] Praet, Carolus L. C.: "Japanese Advertising, the World' s Number One Celebrity Showcase? A Cross-Cultural Comparison of the Frequency of Celebrity Appearances in TV Advertising"Marilyn S. Roberts and Robert L. King (Eds.) International Conference Proceedings of the American Academy of Advertising, 2001 Asia-Pacific Conference, American Academy of Advertising. 6-13 (2001)
  • Description: 「研究成果報告書概要(欧文)」より