Abstract
The importance of culture for the study of consumer behavior has been well documented (McCracken 1988). It is generally agreed that all societies have culture based on their language, customs, traditions, and institutions, and that the behavioral patterns of a particular culture express those shared values and beliefs of that culture (Wallendorf and Reilly 1983).
This study contributes to the literature by narrowing the focus of a cross-cultural examination from an inter-country perspective to a cross-cultural intra-country perspective. This paper will identify the presence of various cultural orientations in television advertisements aimed at: 1) the U.S. market, 2) the U.S. Hispanic market, and 3) the Mexican market in Mexico. As noted by Belk and Bryce (1986), “it is a basic premise of advertising that a successful ad must appeal to the values and needs of its intended audience” (p. 571).
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Belk, Russell W. and W. Bryce (1986), “Materialism and Individual Determinism In U.S. And Japanese Print And Television Advertising,” ACR, 13, Provo, UT: ACR, 568-572.
Chandler, Charles R. (1979) “Traditionalism in a Modern Setting: A Comparison of Angloand Mexican-American Value Orientations,” Human Organization, 38, 153-159.
Deshpande, Rohit, W. Hoyer and N. Donthu (1986), “The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption,” JCR, 13, 214-220.
Gordon, Milton M. (1964), Assimilation in American Life: The Role of Race, Religion, and National Origin, NY: Oxford Press.
Grønhaug, Kjell, M. Gilly and L. Penaloza (1993), “Barriers and Incentives in Consumer Acculturation, European ACR, 1, Provo, UT: ACR, 278-286.
Hernández, Sigfreda A. and L. Newman (1992), “Choice of English v. Spanish Language in Advertising to Hispanics,” Journal of Current Issues and Research in Advertising, 2, 35-45.
Hofstede, Geert (1980), Culture’s Consequences: International Differences in WorkRelated Values, Beverly Hills: Sage.
McCarty, John A. and P. Hattwick (1992), “Cultural Value Orientations: A Comparison of Magazine Advertisements from the United States and Mexico,” ACR, 19, Provo, UT: ACR, 34-38.
McCracken, Grant (1988), Culture and Consumption, Bloomington: Indiana Univ. Press.
O’Guinn, T., W. Lee and R. Faber (1986), “Acculturation: The Impact Of Divergent Paths On Buyer Behavior,” ACR, 13, Provo, UT: ACR, 579-583.
Olmedo, Esteban L. (1979) “Acculturation: A Psychometric Perspective,” American Psychologist, 34, 1061-1070.
Tse, David K., R. Belk and N. Zhou (1989), “Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People’s Republic of China, and Taiwan,” JCR, 15, 457-472.
Valencia, Humberto (1985), “Developing an Index to Measure Hispanicness,” ACR, 12, Provo, UT: ACR, 118-121.
Valencia, Humberto (1989), “Hispanic Values and Subcultural Research,” JAMS, 17, 23-28.
Wallendorf, Melanie and M. Reilly (1983), “Ethnic Migration, Assimilation, and Consumption,” JCR, 10, 292-302.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 The Academy of Marketing Science
About this paper
Cite this paper
Hart, H.S., Roberts, S.D., Valderrey, F. (2015). A Comparison of TV Ads Aimed At the General U.S. Market, The U.S. Hispanic Market, and the Mexican Market. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_21
Download citation
DOI: https://doi.org/10.1007/978-3-319-13162-7_21
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13161-0
Online ISBN: 978-3-319-13162-7
eBook Packages: Business and EconomicsBusiness and Management (R0)