Relative Positioning of Self Image Projective Products Across Europe: A Content Analysis of Print Advertising

Abstract

A relative positioning schema was developed for self image projective products within the context of advertising standardization and localization. Advertising for three self image projective products (perfume, cosmetics and women’s apparel) were content analyzed in the Vogue editions of U.K., Germany, France, Spain and Italy. The research objective was to analyze advertisements according to the relative positioning schema proposed for these products over a four month period. Managerial implications and recommendations for Euro-marketers/advertisers of these products suggest that perfume ads are positioned with an emphasis on image and universal themes that lend themselves to a standardized approach. Apparel advertisements satisfy experiential needs through an outward demonstration of the product and a stylized, culture specific approach. Cosmetic advertisements are positioned to satisfy functional needs through greater use of information based advertising.