Cultural Themes in Brazilian and U.S. Auto Ads

A Cross-Cultural Comparison

Bibliographic Data

ID11623558
AuthorsRichard Tansey, Michael Richard Hyman (0000-0001-6675-8808), George M Zinkhan
Year1990
Volume19
Issue2
Pages30-39
Publication date1990-06-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Advertising (JOURNAL)
Journal identifiersISSN: 0091-3367 • E-ISSN: 1557-7805
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/00913367.1990.10673185
OpenAlexW2331059530
LanguageEN
Citations received16
References cited33

Do Brazilian and U.S. advertisers employ different themes in print advertisements? If so, what can we conclude about cross-cultural differences in values? In our study of automobile ads that appeared in the business magazines of Brazil and of the U.S. during the 1970s, we found that (1) urban themes were used more frequently in Brazilian ads than in U.S. ads, (2) leisure themes were used more frequently in U.S. ads than in Brazilian ads, (3) work themes appeared as frequently in Brazilian ads as in U.S. ads, and (4) work themes appeared more frequently in U.S. ads as the 1970s progressed. Thus, our study suggests that values differ between the business subculture of Brazil and that of the United States. Importantly, our latter two findings disaffirm the theories of many historians and sociologists. Because the application of historical and sociological theories may produce erroneous advertising decisions, we advise advertisers to research carefully each national market before using a “standardized” advertising theme

Subculture (biology · Theme (computing · Consumer Behavior in Brand Consumption and Identification · Fashion and Cultural Textiles · Media, Gender, and Advertising

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