Culture, Creativity, and Advertising

Satyendra Singh and Kwaku Appiah-Adu

Chapter Chapter 7 in Business Practices in Emerging and Re-Emerging Markets, 2008, pp 133-150 from Palgrave Macmillan

Abstract: Abstract This chapter proposes a comparison of Western and non-Western creative aspects of perfume advertisements. Based on a sample of the Western and the non-Western advertisements, findings suggest that national culture influences creativity of advertisements, and that Western advertisers are creative by using female allure, whereas non-Western advertisers are creative by using graphical designs. One major implication of the study is that managers can no longer rely on female allure when conveying creativity in advertisements in the non-Western culture. Instead, focus of the advertisement should be on the product and its utility only.

Keywords: Middle East; Advertising Strategy; Advertising Research; Advertising Agency; Creative Director (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-61101-6_7

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DOI: 10.1057/9780230611016_7

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