文化差异及其对广告诉求的影响:基于中美比较的视角(英文)

China Compared with the US: Cultural Differences and the Impacts on Advertising Appeals

全球营销获得成功的首要条件是理解不同文化之间的价值观的相似性和差异性。由于缺乏以研究为基础获得的信息,这一任务对于试图与中国做生意的公司而言尤为艰巨。本研究采用霍夫斯塔德文化模型中的最新价值观来比较中美之间波莱广告诉求的有效性。在以文化维度为基础预测有效诉求的20个假设中,有9个得到了支持。另外一个假设也非常显著,但是与预想的方向正好相反。这些研究发现意味着,采用霍夫斯塔德文化维度作为有效广告诉求的唯一预测指标是不明智的。霍夫斯塔德维度或许缺乏可以有效预测各种广告诉求成功度所必需的结构。此外,广告诉求的有效性还可能由于其他因素(例如,年龄、社会趋势、政治法律环境及产品用法)而有所调整。

An important first step to successful global marketing is to understand the similarities and dissimilarities of values between cultures. This task is particularly daunting for companies trying to do business with China because of the scarcity of re- search - based information. This study uses updated values of Hofstede＇s （1980） cultural model to compare the effectiveness of Pollay＇s advertising appeals between the U. S. and China. Nine of the twenty hypotheses predicting effective appeals based on cultur- al dimensions were supported. An additional hypothesis was significant, but in the opposite direction as predicted. These findings suggest that it would be unwise to use Hofstede＇s cultural dimensions as a sole predictor for effective advertising appeals. The Hofst- ede dimensions may lack the currency and fine grain necessary to effectively predict the success of the various advertising appeals. Further, the effectiveness of advertising appeals may be moderated by other factors, such as age, societal trends, political -legal environment and product usage.