Management and Organizational Studies 3420F/G Chapter Notes - Chapter 1: Content Analysis, Masculinity, Flawlessly

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Erika Simpson

Document Summary

The values and motives central message (appeal) Connects with some emotion that makes the product particularly attractive or interesting . Values of consumer congruent with values in ad. Cultural-specific appeals = explained by the hofstede dimensions. Content analysis providing description w/o prescription. The value paradox as an effective advertising instrument. Going it alone and belonging are both strong values of individualistic culture paradoxical. What ppl think they desire & what they actually desire. Japan ads: more individual independence than us ads. Sharing of english feminine caring, but more masculine winning and communicating. Very cautious with this concept when translate to other languages may lose half of meaning. Paradoxial value statements can be recognized in 3 ways: Statements that seem contradictory but may in fact be true (coexist) Values that seem to be paradoxical within one dimension but can be explained by the configuration with other dimensions (ex. equality and large wage differences)