本科畢業(yè)論文外文文獻(xiàn)及譯文文獻(xiàn)、資料題目：InfluencesofcultureandmarketconvergenceontheinternationaladvertisingstrategiesofmultinationalcorporationsinNorthAmerica,EuropeandAsia文獻(xiàn)、資料來源：網(wǎng)絡(luò)文獻(xiàn)、資料發(fā)表（出版）日期：2012.6院（部）：商學(xué)院專業(yè)：市場營銷班級：營銷111姓名：李小樂學(xué)號：2011091422指導(dǎo)教師：高桂平翻譯日期：2015.6.10外文文獻(xiàn)InfluencesofcultureandmarketconvergenceontheinternationaladvertisingstrategiesofmultinationalcorporationsinNorthAmerica,EuropeandAsiaPurpose–Thepurposeofthisresearchistostudycreativestrategyandexecutionasopposedtoallelementsofmarketingandadvertisingstandardization.Itexploresthestandardizationmodel(e.g.global,glocal,local,andsinglecasestrategy)byexaminingtheinternationaladvertisingstrategiesthatmultinationalcorporations(MNCs)fromNorthAmerica,Europe,andAsiausedintheiradvertisingcampaignstargetingtwoculturallydifferentmarkets:theUnitedStatesandChina.Design/methodology/approach–Acontentanalysisof210printadvertisementscomparestheextentofstandardizationincreativestrategyandexecutionacrossproductcountryoforigin(Japan,Korea,Belgium,France,Germany,GreatBritain,theNetherlands,Sweden,Switzerland,andtheUnitedStates).Westernversusnon-Westernculturalcuesarealsocodedandexamined.Findings–Overall,MNCsaremorelikelytoadopttheglocalstrategythananyotherstrategiesintheirinternationalcampaigns.Specifically,EU-basedMNCstendtopursuetheglobalstrategy,whereastheNorthAmerica-basedMNCsseemtofavortheglocalstrategyandAsia-basedMNCstendtouselocalstrategy.Westernandnon-WesternculturalvaluesarefoundtomanifestintheAmericanandChineseadssimilarly,indicatingatrendofincreasingsimilarityininternationaladvertisinginfaceofglobalconsumerculture.Researchlimitations/implications–Theresultsofthiscontentanalysisprovideafullerpictureinunderstandingthelong-standingissuesofstandardizationininternationaladvertisingbecauseofanapproachtoanalyzecreativestrategyseparatelyfromexecution.However,contentanalysisisinherentlylimitedininferringcausalitybetweenobservedpatternsandmechanisms/variablesthataccountforthepatterns.Also,thetimeframeforsampleselection,whichissetasayearpriortothe2008globalfinancialcrisis,isanotherlimitationofthestudy.Practicalimplications–Thereisanongoingtrendofusing“one-creative,multiple-execution”strategyininternationaladvertising.MNCsmaydistinguishadvertisingcreativestrategyfromexecutionwhendevelopingtheirinternationaladvertisingcampaigns.Originality/value–First,thisstudyaddressestheissuewithaclearconceptualdefinitionofstandardizationanddifferentiatesthestrategicandtacticstandardization.Second,thisisthefirstattempttoexplorethestandardizationmodelusingasampleof51multinationalbrandsfromNorthAmerica,Europe,andAsia.TheauthorsfindthatMNCsarepracticingsomestandardizationadvertisingstrategy,buttovaryingdegrees.Third,thisstudyidentifiesandempiricallyteststwoexternalfactors–cultureandconvergenceofexternalmarkets–thatinfluencestandardization.KeyWords:Advertisingstandardization；Globalconsumerculturepositioning；Globalmarketingstrategy；Multinationalcompanies1.IntroductionHowtostandardizeadvertisingmessageshasbeenachallengetomultinationalcorporations(MNCs)intheeraofglobalization.Asameansofestablishingauniformglobalstrategyandimage(Samieeetal.,2003),marketingmanagersofMNCsemployastandardizedadvertisingstrategydesignedtomaximizethefirm’sprofitpotential(Jain,1989)andenhanceitsperformanceoutcomes(Schilkeetal.,2009).Therenewedinterestinthedecades-oldstandardizationdebateamongacademicsandprofessionalshasmovedbeyondthequestionofwhethertostandardizeinternationaladvertisingoradaptinternationaladvertisingtoforeignmarkets.Currentconcerncentersonhowtousestandardizationandlocalizationapproacheseffectivelyinthefaceofcontingencyfactorssuchasculturalenvironments,customerprofiles,marketdiversity,producttypes,organizationaldeterminants,andcampaign-relatedfactors(Gabrielssonetal.,2008;Taylor,2005;Vrontisetal.,2009).Unfortunately,researchonthelong-standingdebateaboutthemeritsofstandardizationininternationaladvertisinghasnotcometosubstantialconclusionongeneralizablefindings(HarrisandAttour,2003;MelewarandVemmervik,2004;OkazakiandMueller,2008;Vrontisetal.,2009).Criticspointoutthatanumberofdeficienciesintheresearchliteraturemadeadvertisingstandardizationfuzzyandcomplextounderstand(MelewarandVemmervik,2004).Accordingtothem,thefundamentalflawisthattheconceptofstandardizationislooselydefined;noconsistentorcoherentmodelhasbeendevelopedtoguidepractitioners(DuncanandRamaprasad,1995;OkazakiandMueller,2008;Taylor,2005;TaylorandOkazaki,2006;ZouandVolz,2010).Notsurprisingly,empiricalsupportforpropositionsofstandardizationisinconsistent,ifnotconflicting(Okazakietal.,2006;Samieeetal.,2003).Toaddresstheconceptualambiguity,WeiandJiang(2005)proposedastandardizationmodeltodeepentheunderstandingofMNCs’internationaladvertisingstrategyfromaperspectiveofhowthelevelofstandardizationincreativestrategyrelatestothelevelofstandardizationinexecution.Themodelhighlightsadynamicrelationshipbetweencreativestrategyandexecutioninstandardizinginternationaladvertisingcampaigns.However,theyempiricallytestedthemodelusingonlyadvertisementsofasinglebrand(Nokia)sampledfromtheUSAandChina.Inaddition,themodeldidnotincorporateenvironmentalfactors(e.g.culturalvaluesandmarkethomogeneity)thatimpactMNCs’advertisingstrategy.Motivatedbytheglobalculturalpositioningtheory,thisstudyaimstoexaminetheadvertisingstrategiesofMNCsselectedfromNorthAmerica,Europe,andAsia,whichadvertiseintwoculturallydifferentmarkets–theUSAandChina.Indoingso,theroleofenvironmentalfactorsininfluencingtheinternationaladvertisingofthoseMNCsisexplored.ThestudyisatimelyresponsetoTaylor’s(2005)callfornewapproachtoresearchthestandardizationissueininternationaladvertising.Hearguedthat:[…]internationaladvertisingresearchispoisedtoadvancetoanewlevel.Whileinternationaladvertisinghasseendebateonthestandardizationversuslocaladaptationissue,datingbackevenwellbeforeLevitt’s(1983)articlesparkedcontroversy(e.g.Elinder,1965;Fatt,1967),itisnowclearthatthefocusneedstomovebeyondwhichgeneralapproachismoredesirabletolookinsteadatthefactorsthatallowforsuccessfulstandardizationofadvertising.Thereisaneedforresearchthatempiricallytestswhethervariousfactorsthathavebeenproposedwillimpacttheabilitytoeffectivelystandardizeadvertising.Amodelofwhenstandardizationisfeasibleandhowitworkswouldrepresentamajoradvanceintheliterature(p.11).2.Conceptualframeworkandhypotheses2.1ConceptualizationofadvertisingstandardizationThedeficienciesintheexistingframeworksofstandardizationininternationaladvertisingresultedinfailuretoilluminatetheissue(MelewarandVemmervik,2004;WeiandJiang,2005).Pastresearchinthestandardizationissuehasbeendiverseintheoreticalperspectives,includingcontingencytheory(MelewarandVemmervik,2004)globalmarketingstrategy(GMS)theory(Okazakietal.,2007;TaylorandOkazaki,2006;ZouandVolz,2010),globalconsumerculturetheory(GCCT)(AkakaandAlden,2010;Aldenetal.,1999;Okazakietal.,2010),andresource-advantagetheory(GriffithandYalcinkaya,2010).Researchmethodsemployedbyscholarswerealsodiverse,suchassurvey(FamandGrohs,2007;KansoandNelson,2007)andcontentanalyses(NelsonandPaek,2007;OkazakiandMueller,2008).Nevertheless,severalkeyaspectsofthestandardizationissueremainunsolved(FamandGrohs,2007).Amajorlimitationofthepastresearchisthatstandardizationininternationaladvertisingwasconceptualizedinageneralsense;fewstudiesexplicatedtheconceptfullybydifferentiatingkeyaspectsofanadvertisingmessageintodistinctivedimensionssuchascreativestrategyandexecution.Conceptuallyandpractically,creativestrategyandtheexecutionofanadvertisingcampaigncanbestandardizeduniformlyorindependently.Creativestrategyandexecutionjointlyshapethecontentandpresentationofanadvertisement(RamaprasadandHasegawa,1992).Creativestrategyreferstoapolicyorguidingprinciplethatspecifiesthegeneralnatureandcharacterofmessagestobedesigned(Frazer,1983).Simplyput,itconcerns“whatissaid”inadvertising(Mueller,1996).Ontheotherhand,executionreferstotheselectionofappeals,copy,andillustrationstoexecutethechosencreativestrategy.Itisabout“howit’ssaid”inadvertising(Mueller,1996).PastresearchhasindicatedthatMNCstendtoadoptvaryingdegreesofstandardizationincreativestrategyvis-a`-visexecution.Forexample,Eger(1987)foundthatthecreativestrategyofaMNC’sinternationaladvertisingcampaigntendedtobestandardized,whiletheexecutionformatswereusuallylocalized,adaptingtotheuniqueenvironmentofdifferentforeignmarkets.Basedontheconsiderationthatcreativestrategyandexecutionareintertwinedbutrepresenttwodifferentaspectsofanadvertisingmessage,DuncanandRamaprasad(1995)proposedthatwhetherinternationaladvertisingpracticesarestandardizedorlocalizeddependslargelyuponhowcreativestrategydifferentiatesfromexecution.Theirtheorizationofthestandardizationissueininternationaladvertisingadvancestheliteraturewithafreshapproachtoaddressthedeficienciesintheexistingframeworks(Paeketal.,2002;WeiandJiang,2005).However,DuncanandRamaprasad(1995)didnotelaborateonthedifferentconfigurationsofcreativestrategyandexecutiontomaketheirapproachempiricallytestable.BuildingonDuncanandRamaprasad’s(1995)framework,WeiandJiang(2005)developedamodelwithatypologyofcreativestrategyandexecutionastwodimensions.Indoingso,theywereinformedbytheconfigurationaltheoryoforganizations(Meyeretal.,1993;Mintzberg,1983),whichconceiveddifferentcombinationsor“configurations”ofstrategicelementstomakeupthestrategyspectrum(Limetal.,2006).Specifically,themodelofconfigurationinstandardization(seeFigure1)consistsoffourdistinctivetypesofgeneralstrategyininternationaladvertising:globalstrategy,glocalstrategy,local/country-specificstrategy,andsingle-casestrategy.AccordingtoWeiandJiang(2005),theglobalstrategyischaracterizedasahighlystandardizedcreativestrategycoupledwithhighlystandardizedexecution,bywhichadvertisingmessagesareusedonaglobalscalewithvirtuallynochangeinthemes,positioning,illustrations,orcopy–exceptfortranslationFigure1whereneeded(suchasuseoflocalsubtitles).Theglocalstrategyreferstoacombinationofahighlystandardizedcreativestrategywithhighlyadaptedexecution,bywhichthetransferofacentrallysetcreativestrategyacrossborderswitheachmarketexecutingthestrategyaccordingtoitsenvironment.Thelocalstrategyischaracterizedasahighlyadaptedcreativestrategyaccompaniedwithhighlyadaptedexecution,bywhichMNCslocalizethecreativeconcept,positioning,andactualproductionoftheadvertisingmessage.accordingtothespecificsocio-culturalconditionsofthemarketwheretheyadvertise.Thesinglecasestrategyrepresentsacombinationofahighlyadaptedcreativestrategywithhighlystandardizedexecution.AlthoughWeiandJiang’s(2005)standardizationmodelprovidesanewperspectivetoexaminethelong-standingstandardizationissueininternationaladvertisingresearch,itmaynotbetheoreticallysophisticatedenoughtodelimittheresearchfocustoadvertisingitself.Afterall,advertisingstrategyhingesuponabusinessorganization’spositioningstrategy(Fill,1999;RiesandTrout,1986),whichisthekeyelementofmodernmarketingmanagement(Hooleyetal.,1998;Kotler,2000).Therefore,thepositioningliteratureisreviewednexttoshedlightontheinternationaladvertisingstrategyissueatthebroadandstrategiclevel.GCCTisoneofthenewestandwidelyappliedframeworksinunderstandingthenewrealitiesofglobalizedmarkets(Okazakietal,2010).AkakaandAlden(2010)definedglobalconsumerculture(GCC)as“acollectionofcommonsignsandsymbols,includingbrandsthatareunderstoodbysignificantnumbersofconsumersinurbanmarketsaroundtheworld”(p.37).GCCtheoristsarguethataglobalcultureofconsumptionisemergingasaresultofthe“increasinginterconnectednessofvariedlocalculturesaswellasthroughdevelopmentofcultureswithoutaclearanchorageinanyoneterritory”(Hannerz,1990,p.237).RecognizingtheemergenceofGCC,Aldenetal.(1999)proposedaseriesofbrandpositioningstrategiesacrossculturalborders;thestrategiesrangealongacontinuumanchoredbybeingglobalandbeinglocal,fromglobalconsumerculturepositioning(GCCP)andforeignconsumerculturepositioning(FCCP)tolocalconsumerculturepositioning(LCCP).Specifically,GCCPreferstoastrategythat“associatesthebrandwithawidelyunderstoodandrecognizedsetofsymbolsbelievedtoconstituteemergingglobalconsumerculture”(Aldenetal.,1999,p.75).Itresonateswithincreasinglyglobalsegmentsofconsumers(Okazakietal.,2010).Ontheotherhand,FCCPreferstoastrategythat“positionsthebrandassymbolicofaspecificforeignconsumerculture;thatis,abrandwhosepersonality,useoccasion,and/orusergroupareassociatedwithaforeignculture”(Aldenetal.,1999,p.78).Moreover,LCCPisdefinedasastrategythat“associatesthebrandwithlocalculturalmeanings,reflectsthelocalculture’snormsandidentities,isportrayedasconsumedbylocalpeopleinthenationalculture,and/orisdepictedaslocallyproducedforlocalpeople”(Aldenetal.,1999,p.78).TheabovebrandpositioningstrategiesilluminatehowMNCsmarkettheirproductsincopingwiththegrowthofglobalmarkets.Ontheotherhand,thesestrategiescannotbesimplyconsideredasconceptuallyequaltothestandardizationandlocalizationstrategiesininternationaladvertising.AsAldenetal.(1999)explained,bothGCCPandFCCP(e.g.LouisJadotwinewaspositionedgloballyasa“taste”ofFrance)canbeemployedinastandardizedadvertisingcampaign.Attheextreme,amarketingmanagermaypossiblypositionabrandusingGCCPinonenationalmarket,FCCPinasecond,andLCCPinathird.EvenGCCPmaybecommunicated(somewhat)differentlyineachmarket.Undoubtedly,theconceptsofGCCandGCCPhelpclarifythelong-standingstandardizationvsadaptationdebateininternationaladvertising(AkakaandAlden,2010).Theysuggestthatglobalbrandadvertisingmaybenefitthemostfromacombinedorhybridapproach(e.g.acombinationofthestandardizationandadaptationapproaches).AccordingtoAkakaandAlden(2010),GCCPisavalidmarketingstrategyinwhich“internationaladvertisingplaysanimportantroleintransferringculturalmessagesandportrayinggloballysharedsigns.”However,“certainsymbolsassociatedwiththeconstruct(i.e.basicandsubordinate-levelsymbols)mayvaryacrosscultures”(p.50).Insummary,thepositioningstrategiesderivedfromGCCPadvancetheunderstandingofhowbrandingtranscendsculturalboundaries,andhowinternationaladvertisingworksinthecontextofglobalbrands(Okazakietal.,2010).BasedontheabovereviewofGCCandGCCPatthestrategiclevel,weexpectthesampledadsinthisstudytoshowadynamicvariationofstandardizationinthemeaning-transferprocess,inwhichtheadvertisedbrandisassociatedwithothersignsthatreflectitsoriginalculturalorientation(e.g.language,esthetics,symbols,andstorythemes).Therefore,thisstudyexaminesthestandardizationmodelacrossnationsandcontinentstoseekabetterunderstandingofhowMNCsselectedfromdifferentcountriesusedifferentstandardizationstrategiesintheirinternationaladvertisingcampaignstargetingtwoculturallydifferentmarkets.InformedbyWeiandJiang’s(2005)standardizationmodel,weinvestigateMNCs’internationaladvertisingstrategyfromthetwodistinctivedimensionsofcreativestrategyandexecution.Aresearchquestionisproposedtoexplorethepatternofconfigurationofcreativestrategiesandexecutioninthesampledadvertisements:RQ1.OperatingintheageofGCC,howdoMNCsjugglethebalancebetweenstandardizationandadaptationstrategiesintheirinternationaladvertisinginculturallydifferentmarkets?2.2MarketconvergenceandadvertisingstandardizationInadditiontoGCCPtheory,othermajormarketingstrategytheories,especiallytheGMStheory(ZouandCavusgil,2002;Okazakietal.,2007;ZouandVolz,2010),alsoholdthepotentialexplanatorypowerontheissueofadvertisingstandardization.Asabroadconceptualization,theGMSexamines“theextenttowhichanMNCglobalizesitsmarketingstrategiesinvariouscountrymarketsthroughthestandardizationofthemarketingmixvariables,concentrationandcoordinatingofitsvalue-addingactivities,andintegrationofitscompetitivemovesacrossthecountrymarkets”(ZouandVolz,2010,p.59).TheGMStheoryhasitsconceptualrootsintheindustrialorganization(IO)theoryandtheresource-basedview(RBV)theory.ThekeypremiseofIOisthatexternalforcesimposeavaryingdegreeofpressuresonafirm,andonlyfirmsthatrespondtothepressureswithasuccessfulstrategywillsurviveandthrive(SchererandRoss,1990;ZouandVolz,2010).TheRBVtheoristargued,“differentialendowmentofstrategicresourcesamongfirmsistheultimatecauseoftheirstrategyandperformance”(ZouandVolz,2010,p.62).Buildingonthesetwotheories,theGMStheoryexplicitlyincorporatesbothexternalindustryglobalizationconditionsandinternalorganizationalfactorsasthecriticalvariablesthatmotivateanMNC’spursuitofaGMS.Moreimportantly,thebalancebetweenthetwosetofvariables,thatis,thedegreetowhichanMNC’sGMSmatchesitsexternalenvironmentandinternalorganizationalresources,wouldmakeadifferenceintheMNC’sperformanceintheglobalmarket(Okazakietal.,2007;ZouandVolz,2010).Inthecontextofinternationaladvertising,ithasbeenarecognizedcomponentofanMNC’sbroaderGMS.Therefore,ithasbeentheorizedtobeundertheinfluenceofboththeMNC’sexternalindustrycharacteristicsandinternalorganizationalattributes(ZouandVolz,2010).Paststudies(Cavusgiletal.,1993;FlorenthalandShoham,1999;Larocheetal.,2001;Samieeetal.,2003)haveidentifiedanumberofinternalandexternalfactorsthatareconducivetostandardizationofinternationaladvertising.Theseincludeconsumerandmarketsimilaritiesbetweenthehomecountryandthetarget-marketcountry,levelofmarketcompetition,productsthatarehigh-involvement,autonomyofaMNC’ssubsidiaries,andtheconvergenceofconsumerdemand.WefocussedontheinfluenceofMNC’sexternalenvironmentonadvertisingstandardizationinthepresentstudybasedonthetheoreticalconsiderationthatitstoodoutasacriticalfactorthataffectsMNCs’internalstructuresandforcesthemtoadapttheirstructuresandstrategiestochangingconditionsoutsidetheMNCs(Okazakietal.,2007).OurfocusisalsobasedonempiricalevidencereportedinpaststudiesconductedamongthebusinessorganizationsintheEuropeanUnion(EU).Forexample,TaylorandOkazaki(2006)foundthatbusinessorganizationsintheEUweremorelikelytoadopthighlystandardizedadvertisingstrategiesthanhighlylocalizedstrategiesbecauseoftheintegrationoftheEUmarkets.Similarly,Okazakietal.(2007)surveyedmanagersofsubsidiariesofJapaneseandUSMNCsoperatingintheEU;theyconcludedthatasfirmsperceivedtheconvergenceoftheexternalmarkets,theywouldadoptcorrespondingstrategiesforthesakeofgainingthebenefitsofstandardization.Then,“[T]heuseofthesestrategieswill,inturn,berelatedtotheleveltowhichadvertisingisstandardized”(p.390).Ontheotherhand,paststudieshaveshownthatAsianMNCssuchasJapanesecompanieswereinclinedtodolessstandardizationintheiradvertisingstrategy(Samieeetal.,2003).FromtheGMSperspective,itmakessensebecausetheyoperateinanenvironmentoflessconvergenceoftheexternalmarketascomparedtothecounterpartsinEU.TheseAsianbusinessorganizationshavechosentoadapttheiradvertisingcampaignstospecificforeignmarkets(Grahametal.,1993)forthesakeofbeingsensitivetodifferencesamongexternalmarkets(Samieeetal.,2003).Finally,theUS-basedMNCswerealsofoundtodemonstratedifferentlevelofadvertisingstandardizationthantheirAsianandEU-basedcounterparts(Samieeetal.,2003).However,suchfindingsshouldnotbeviewedasinconsistentwiththeGMSperspectivebecausetheconvergenceofanexternalmarketisnotapplicabletotheUS-basedbusinessorganizations.Inshort,basedoninformedGMStheoryandthereviewofpaststudies,itisanticipatedthattheMNCsofNorthAmerica,theEU,andAsiawilldifferonthelevelofstandardizationwhenadvertisingintheUSAvsChina.Theexternalenvironmentintermsoflevelofconvergencewilllikelyaccountforthedifference.Accordingly,threehypothesesareproposedtotesttheinfluenceoftheexternalmarketenvironmentofMNCsonthestandardizationofinternationaladvertisingtargetingdifferentforeignmarkets:H1.AsanintegralpartofanMNC’sGMS,itsinternationaladvertisingcampaignswillvaryinthelevelofstandardizationacrosscountries(USAvsChina)givendifferentenvironmentalconditionsamongNorthAmerica,theEU,andAsia.H1a.EU-basedMNCswilldemonstrateahigherlevelofstandardizationofbothcreativestrategyandexecutionintheiradvertisingintheUSAandChinathantheircounterpartsbasedinNorthAmericaandAsia.H1b.Asia-basedMNCswilldemonstrateahigherleveloflocalizationofbothcreativestrategyandexecutionintheiradvertisingintheUSAandChinathantheircounterpartsbasedinNorthAmericaandtheEU.2.3GCCandadvertisingstandardizationFurthermore,existingresearchhasidentifiedasetofcontingentorantecedentfactorshatinfluenceadvertisingstandardization,amongwhichthemostprominentiscultureproximity.Cultureisconsideredasasociety’spersonality(FamandGrohs,2007).Hofstede(1980)definedcultureas“theinteractiveaggregateofcommoncharacteristicsthatinfluencesagroup’sresponsetoitsenvironment”(p.19).Criticsofstandardizationargued,thedangersofglobalstrategiesaredueto“differentlocalmarketconditionsandculturaluniqueness”(NelsonandPaek,2007,p.66).Thus,scholarspointedoutthatunderstandingthelocalcultureandtailoringadvertisementstofitthecultureareconsideredas“theprerequisiteforsuccessfulinternationaladvertising”(FamandGrohs,2007,p.520).Inlinewiththeaforementionedarguments,scholarsfurtherproposedthatadvertisingisaculturalartifactreflectingsocialcurrents(Rotzolletal.,1996).Advertisingisalsoviewedasacarrierofculturalvalues(Cheng,1997),which“tendstoreflecttheprevalentvaluesofacultureinwhichitexists,insofarasthosevaluescanbeusedtoshapeconsumptionethics”(Mueller,1987,p.52).Culturalvalues,norms,andcharacteristics,whichareembeddedinadvertisingappeals,havebeenusedtostudy“differingdegreesintheadvertisingmessagesofvariouscultures”(Mueller,1992,p.17).Accordingly,thisstudyfocussesonculturalvaluesasmanifestedinadvertisementstoexploreculture’sinfluenceonadvertisingstandardization.Differingfrompersonalvalues,culturalvaluesaredefinedas“thegoverningideasandguidingprinciplesforthoughtsandaction”(Srikandath,1991,p.166),whichtendtopermeateaculture(ChanandCheng,2002).Culturalvalueshavelongbeendebatedasthecoreissueofinternationaladvertisingpractices(OkazakiandMueller,2008),especiallytheissueofstandardization.AsMueller(1996)argued,culturaldifferencescouldposeformidablehurdlestostandardizationifinternationaladvertisersfailtounderstandthecultureoflocalmarkets.Numerouscross-culturalstudieshavefocussedonadvertisingcontent,explainingthedifferencesinrelationtotheculturevaluesofthesocietyinwhichtheadvertisingappeared,byinvestigatingpairedcountriessuchastheUSAvsJapan(Mueller,1992),theUSAvsChina(ChengandSchweitzer,1996),ortheUSAvstheUK(KatzandLee,1992).Tomeasureculturalvaluesasmanifestedinadvertisingsystematically,paststudiesofseveralscholarshavegeneratedsomeinsights,themostprominentofwhicharethosefromPollay(1983)andPollayandGallagher(1990).Drawingonpreviousadvertisingliteratureandvalueresearchinotherdisciplines,Pollay(1983)developedacodingframeworkof42commonadvertisingappeals,whichwereconsideredaseffectiveto“shedmuchlightonthenatureofculturalvaluesmanifestinadvertisingmessages”(ChanandCheng,2002,p.387).Furthermore,PollayandGallagher(1990)conductedanempiricaltestandidentified25culturalvaluesfrequentlydepictedinadvertisementsinNorthAmerica.Theirstudyledtonumerousfollow-upstudies(e.g.McIntyreandWei,1998).Inthesamevein,scholars(ChengandSchweitzer,1996;Mueller,1987,1992)haveappliedPollay’sframeworktothecross-culturalcontextandderivedacodingframeworkcomparingwesternwithnon-westernculturalvaluesthatweremanifestedinadvertisingmessages.Findingsshedsomelightontheissueofstandardizationininternationaladvertising.Forexample,ChengandSchweitzer(1996)examinedtheculturalvaluesreflectedin1,105ChineseandUSTVcommercialsandfoundthatPollay’sframeworkasequallyapplicableintheChinesecontext.TheysuggestedthatChineseadvertisingalsomerelyreflectedthoseculturalvaluesthatcouldhelpsellproductsandignoredthosethatcouldnotb