Horizontal and Vertical Cultural Differences in the Content of Advertising Appeals [0.03%]
广告诉求中的水平和垂直文化差异
Sharon Shavitt,Timothy P Johnson,Jing Zhang
Sharon Shavitt
The distinction between vertical (emphasizing hierarchy) and horizontal (valuing equality) cultures yields novel predictions regarding the prevalence of advertising appeals. A content analysis of 1211 magazine advertisements in five countri...