Cross-cultural analysis of the UK advertising content from non-UK perspectives (original) (raw)

Along with increased globalization and anything prefixed with “global”, there is a pressing need for what is referred to as standardization or globalization in advertising. This heated debate on localization versus standardization, in which “one size fits all”, have occupied recent advertising research. This research will lead to relevant strategic implications for the UK marketers and Fast Moving Consumer Goods (FMCG) companies seeking to enter international markets. The findings are expected to fill a gap in the existing literature by incorporating several cultural aspects embedded in an international advertising policy. This research attempts to explore advertising content in the UK, especially from the level of information provided, stereotypes portrayed and the individualist and collectivist values that may be embedded in advertisements. The article employs Content Analysis (CA) using both closedand open-questions. Chain referral sampling is utilized to select the respondents f...