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MATERIALISM AND STATUS APPEALS IN JAPANESE AND US PRINT ADVERTISING

Russell Belk, R. W. Pollay
Published 1985 · Business

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Content analyses of US and Japanese magazine advertisements featuring products and services in a home setting reveal several significant differences over time and support hypotheses based on comparative cultural values and economic conditions. As expected, recent Japanese advertising has increasingly emphasised status to a much greater degree than recent US advertising, and recent US advertising has continued to emphasise personal efficacy to a much greater degree than does Japanese advertising. Both cultures are found to use materialistic themes in their advertisements.
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