A Comparison of Print Advertisements from the United States and France
- 1 December 1992
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Advertising
- Vol. 21 (4), 73-81
- https://doi.org/10.1080/00913367.1992.10673387
Abstract
This study extends the research on cross-cultural advertising by comparing print advertisements from the United States and France in terms of emotional appeals, information content, and use of humor and sex. A content analysis of advertisements from two types of magazines from the United States and France revealed that French advertisements make greater use of emotional appeals, humor, and sex appeals. Advertisements from the United States were found to contain more information cues.Keywords
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