An empirical comparison of online advertising in four countries: Cultural characteristics and creative strategies

Abstract

The purpose of this article is to examine how cultural characteristics are reflected in the construction and content of online banner ads, based on the models of culture difference proposed by Hofstede, Hall, and Trompenaars Hampden-Turner. The study examines the styles of creative variables, executional and information cues and cultural factors through a comparison of the banner ads employed in four countries: China, Japan, Korea and the United States. Findings indicate that culture does influence creative strategies: different executional strategy factors were employed by each of the four countries. Results suggest that cross-cultural marketers and advertisers should recognize the benefits that exploiting cultural difference can provide. © 2010 Macmillan Publishers Ltd.