Transcript Research Presentation Pamela Morris Ph.D. Candidate S.I

Explicating Culture and its
Influence on Magazine
Advertisements
Pamela Morris
June 11, 2004
Problem
• Debate about
importance of
culture in
advertising
• Research
primarily
compares U.S. to
one other nation
Research Questions
• How is culture reflected in
advertisements?
• What cultural dimensions are
predictors of advertising content?
Research Questions
• How does culture
determine images
of people,
particularly
women, in
advertisements?
Theoretical Approaches
• Cognitive anthropology (D’Andrade,
2001; Goodenough, 1964, 1981)
• Symbolic anthropology (Geertz, 1973)
• Embodied action
– Habitus (Bourdieu, 1977, 1990)
– Structural Coupling (Maturana &
Varela, 1987)
Theoretical Approaches
• Cultural dimensions (Hall, 1959; Hall & Hall,
1990; Hofstede, 1980, 1991, 2004)
• Social construction of gender (Chodorow,
1974; Brown & Levinson, 1987; Maltz &
Borker, 1982; Rosaldo, 1974; Tannen, 1996)
• Advertising communication (Schramm &
Roberts, 1971; Schultz & Tannenbaum, 1988;
Schultz, 2001; Schultz, Tannenbaum &
Lauterborn, 1994)
New Model of Cultural Influence on Content
Culture
Language
Meaning Symbols
Cultural Models
Manage
Cultural Mechanisms
Cultural
Dimensions
Adapt
Mass Media
Content
Advertisements
News Entertainment
Verbal Visual
Detail of New Model of Cultural Influence on Content
Cultural Models
Cultural Mechanisms
Cultural
Cultural Dimensions
Dimensions
Mass Media
Content
Advertisements
News Entertainment
Verbal Visual
Method
• Unit of analysis - Country
– 108 Countries
• Content analysis - Magazine ads
– 54 Variables
• Country cultural characteristics
– 74 Variables
Country Sampling
• Review of United Nations recognized
member states (191)
• Countries eliminated when magazines
were considered unavailable
• Selected to provide variability on
country dimensions
Content Analysis
• Sampling unit - Magazine
– Consumer - General interest, current
events, lifestyle - Time, Newsweek,
People
– Read by both men & women
– Written in language appropriate for
country
– Include advertisements
Magazine Sampling
• Purposive & convenience selection
• Highest circulation, closest editorial
match
• Time frame: 2001 to 2004
• Single title
Magazine Examples
Brazil
Madagascar
Estonia
Magazine Examples
Peru
Bulgaria
Vietnam
Magazine Examples
Lithuania
Mongolia
Nigeria
Advertisement Coding
• # ads - exclusive: men, women, men &
women, children with men, women, both,
alone, ambiguous - general: men, women
• # ads with men, women in 6 role portrayals*
• # people: men, women, children, ambiguous
• # men, women in 6 role portrayals*
*occupation, spokesperson, model, domestic, leisure,
decorative/ambiguous
Sample Coding
• 1 full page
• 1 ad with men only
• 1 ad with men
generally
• 1 ad with men in
occupational role
• 2 people
• 2 men
• 2 men in occupational
roles
Intercoder Reliability
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2 coders
Second coder 15% of sample
Post graduate multi-lingual
Pearson’s r = .71 and above
Cultural Characteristics
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Economics
Infrastructure
Consumption
Military spending
Freedoms
Size & Population
Growth potential
• Health of the
population
• At risk status
• Education
• Representation
• Age & Sex
• Government type
Data Analysis
• 10 hypotheses
– Comparison of content data - paired
t-tests
– Country statistics (individual variables/
6 indices) and content data Pearson’s r
• People/roles
• Women/roles
Across all Countries
• There are more
images of men in
magazine ads
than women
Across all Countries
• Men are shown
more in
occupations than
women
(ads/images)
Across all Countries
• Men are shown
more as
spokespeople
than women
(ads/images)
Across all Countries
• Men are shown
more in leisure
than women
(ads/images)
Across all Countries
• Women shown
more often as
models
(ads/images)
Across all Countries
• Women are
shown more often
in domestic
situations than
men (ads/images)
Across all Countries
• Women are
shown more often
in decorative or
ambiguous roles
than men
(ads/images)
Cultural Influencers - People/Roles
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Freedoms
• # ads with people
Infrastructures
• # people
Consumptions
Population density
Urban population
Growth potential*
Health spending
At risk status*
Cultural Influencers - People/Roles
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Freedoms
• # ads with leisure
Population density • # people in leisure
Urban population
(except Health
Health spending
spending)
• Freedoms
• Infrastructures
• Consumptions
• # ads with
occupations
Cultural Influencers - Women/Roles
• Freedoms
• # ads with women
• Representations • # women
• Education
• # ads with women in
occupations
(Education only)
• # ads with women as
spokespeople
• # women as
spokespeople
Factor Analysis
• 71 country interval or ratio variables
– Group by underlying theoretical
dimensions - compare to anthropological
theories
• Loading criteria = .40
• 4 factor solution - 63% variance explained
– Egocentric, Nationalistic, Feminine,
Masculine
• Indices built - used as independent variables
Dimensions - People/Roles
• Egocentric* • # ads with
• Nationalistic people
•
#
people
• Feminine
(Egocentric
only)
• # ads with
occupations
Dimensions - People/Roles
• Feminine
• # ads with
leisure
• # people in
leisure
Dimensions - Women/Roles
• Egocentric* • # women
• Nationalistic • # ads with
women as
• Masculine
spokespeople
• # women as
spokespeople
(Masculine
only)
Discussion
• Cultural concepts identified as
predictors of content - people’s images
• Women’s images used strategically
• Allows direct comparisons of variables
across cultures/countries
• Works to build new theory & model of
culture & communication
• Updates the literature
Wide Area for Study
• Further review of data
– Multivariate statistics
– Women
• Base for advertising & mass media
research
– Outdoor, newspaper, television
– News, entertainment, sports
Magazine Examples
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Noticias, Argentina
• Bunte, Germany
Profile, Austria • Oggi, Italy
Shaptahik, Bangladesh • Nihon Ban, Japan
Knack, Belgium
• Hankuk Pan, Korea
MacCleans, Canada
• Al-Hawadeth, Lebanon
¿Qué Pasa?, Chile
• Siempre!, Mexico
Arena, Croatia
• North&South, N. Zealand
Tyden, Czech Rep.
• Graphic, Philippines
Rose Elf Youssef,Egypt • Wprost, Poland
Magazine Examples
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Visão, Portugal
Oryx, Qatar
Suverana˘, Moldova
Itogi, Russia
Nord Ouest, Senegal
Life!, Singapore
Plus 7 dni, Slovakia
Mladina, Slovenia
Huisgenoot, So. Africa
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Epoca, Spain
The Nation, Swaziland
Veckans, Sweden
Skul Thai, Thailand
La Presse, Tunisia
Aksiyon, Turkey
Spectator, Britain
Time, U.S.A.
Ash-Shoura,Yemen