Cultural and paradoxical values in advertising in Eastern Europe (original) (raw)

Baltic Journal of Management, 2015

Abstract

Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia. Design/methodology/approach – Hypotheses are drawn in relation to Hofstede’s original four cultural dimensions – power distance, masculinity/femininity, individualism/collectivism and uncertainty avoidance. A sample of 110 print advertisements from four magazines were analyzed using Pollay’s (1983) classification of advertising appeals. Findings – The results show that Estonian advertising reflects paradoxical values related to low power distance and femininity dimensions, and culturally congruent values related to high-uncertainty avoidance and individualism. Practical implications – Findings suggest that cultural values (desired) alone are insufficient to predict the reflection of culture in advertising. Rather, consideration of the discrepancies between the cultural values (desired) and practices (desirable)...

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