back to the Publication Alerts menuLerman, Dawn, and Michael Callow. "Content Analysis in Cross-cultural Advertising Research: Insightful or Superficial?" International Journal of Advertising 23, no. 4 (2004): 507-522.
Lerman and Callow call for a two-stage approach to cross-cultural analysis of advertising. In the first stage, subjects who are typical members of the audience to which an ad is targeted are asked to respond to the ad. Subjects respond to prompts such as "In your own words, please describe the ad," and questions such as "What do you think the advertiser was trying to communicate with the ad?" In the second stage, these open-ended responses are coded (by judges who were not participants in the first stage) for the values mentioned (e.g., status, enjoyment, affiliation). Lerman and Callow suggest that this procedure is more sensitive to cultural and linguistic differences relevant in understanding advertising content.