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Using two of Geert Hofstede s well-known cultural
dimensions (power distance and uncertainty
avoidance), correlated with Richard Pollay s value
appeals, this research explored the cultural
differences between the U.S. and France at the level
of print advertising. The study went beyond the
scope of a highly educated audience in which
Hofstede s cultural dimensions were initially
developed and retested. We found that these two
dimensions of culture are also present in less
elitist media environments in the form of specific
value appeals corresponding to each dimension.
For professionals seeking strategically sound ways to
approach the U.S. or the French public, be it for
advertising, public relations, marketing or general
communication purposes, this research offers insights
that can prove very useful when adapting messages
from one culture to the other.
dimensions (power distance and uncertainty
avoidance), correlated with Richard Pollay s value
appeals, this research explored the cultural
differences between the U.S. and France at the level
of print advertising. The study went beyond the
scope of a highly educated audience in which
Hofstede s cultural dimensions were initially
developed and retested. We found that these two
dimensions of culture are also present in less
elitist media environments in the form of specific
value appeals corresponding to each dimension.
For professionals seeking strategically sound ways to
approach the U.S. or the French public, be it for
advertising, public relations, marketing or general
communication purposes, this research offers insights
that can prove very useful when adapting messages
from one culture to the other.