A content analysis of connectedness vs. separateness themes used in US and PRC print advertisements

Cheng Lu Wang*, Allan K K CHAN

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    26 Citations (Scopus)

    Abstract

    Psychologists and anthropologists have long absented that people in different cultures have different self-concepts in terms of the relation between self and other people. The separated self-schema or "separatedness" is most often attributed to Western cultures. Applies the connectedness-separateness theory to test a set of hypotheses using content analysis of advertising themes across cultures. Results revealed that "connected appeals" were used more in PRC advertising, while "separated appeals" were used more in US advertising. Target audiences and product types were, found to moderate the cultural effect. The findings were, predicted and explained by the connectedness-separateness self-schema theory. Implications and future research directions are discussed.

    Original languageEnglish
    Pages (from-to)145-159
    Number of pages15
    JournalInternational Marketing Review
    Volume18
    Issue number2
    DOIs
    Publication statusPublished - 2001

    Scopus Subject Areas

    • Business and International Management
    • Marketing

    User-Defined Keywords

    • Advertising
    • International marketing
    • Marketing communications
    • National cultures

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