The Influence Of Cultural Values In Advertising

of these appeals on consumer behaviour in terms of an advertisement’s persuasive power. In the theory, the peripheral way generally includes visual signals like the package, pictures or the background of the message. This theory is implanted in Western advertising exercise, which uses pictures as illustration of words. In the above discussed ways of persuasion, several studies are available to find out the influences of pictures. Experiments conducted by Aaker and Maheswaran (1997) suggest that the dual process model, that is use of both information and pictures, works across cultures but there is a difference exist between individualistic and collectivistic cultures when it comes to assess of the advertisement.

The general model of advertising

The positive or negative feelings towards the ad are transferred to the brand. Likewise culturally congruent appeals in advertising can affect the attitude building towards products as well. Therefore, Gunarathne (2005) suggest that the advertising research should consider the measurement of attitude towards the brand and attitude towards the ad as measures of advertising effectiveness. Use of culturally congruent advertising appeals can be a powerful means to enhance advertising effectiveness and specifically in situations where there is a match between cultural norms and consumption purposes of the product this effect can be further enhanced. According to some researchers, cultural values are central to understanding consumer behaviours (Munson and McIntyre, 1979; Carman, 1978; Vinson et al., 1977). The use of local cultural values to understand media effectiveness has been researched since the early 1960s. For instance, Singh and Huang (1962) found that US print advertising was not effective in India because the advertising appeal ran against to local cultural values. Other studies that have focused on Western and Eastern cultures have also found a strong local values’ content in most Eastern advertisements (Belk et al., 1985; Belk and Pollay, 1985; Belk and Bryce, 1986; Lin,

International advertising is a powerful driving force of this developing occurrence. The appearance of global marketing environments directs the prospects of standardization of advertising around the world in spite of the predominant cultural values. Supporters of standardization argue that it is possible because of the parallel essentials of consumers. Although the main concern in adopting a standardized advertising strategy is having a constant international image and strategy. It is thus understandable advertises remain concerned about the standardizing and localization of advertising massages across national cultures. Therefore opponents argue that standardization is less effective because of the differences in culture and the inherent values of the people. However, scholars have suggested that more comprehensive theoretical frameworks are needed to better understand international advertising in the global environment. The literature review expose the research work available in comparing and contrasting the advertising appeals; consumer buying behaviour in a cross section of various cultural dimensions. Those studies were conducted in order to understand the cultural similarities, discrepancies with the associated advertising constructions; verbal, non-verbal, messages and pictures. The advertising