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Anthropomorphism and Allegory in Advertising Across Cultures : Effects on Memory and Persuasion

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Gelbrich, Katja ; Gäthke, Daniel ; Westjohn, Stanford A.:
Anthropomorphism and Allegory in Advertising Across Cultures : Effects on Memory and Persuasion.
In: Journal of Euromarketing. Bd. 21 (2012) Heft 4. - S. 174-191.
ISSN 1049-6483 ; 1528-6967

Kurzfassung/Abstract

This paper compares the cross-cultural effectiveness of anthropomorphism and allegory in advertising. The authors conducted a between-subjects cross-cultural experiment, which yielded two major results. First, the effect of anthropomorphism and allegory on memory (i.e.,recall) is culturally invariant. Second, the effect on persuasion (i.e., attitude toward the ad) is contingent on the recipients`cultur orientation. Masculine value orientation reinforces the effect of both anthropomorphism and allegory, while a collectivistic value orientation only reinforces the effect of allegory. The authors discuss theoretical implications of these findings, and offer guidance for marketers on the standardized vs. differentiated use of anthropomorphic and allegorical ads.

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Publikationsform:Artikel
Schlagwörter:Anthropomorphism, allegory, visual metaphors, advertising, cross-cultural
Institutionen der Universität:Wirtschaftswissenschaftliche Fakultät > Betriebswirtschaftslehre > Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Internationales Management
Peer-Review-Journal:Ja
Titel an der KU entstanden:Ja
Eingestellt am:20. Jun 2013 09:57
Letzte Änderung:06. Mai 2016 10:44
URL zu dieser Anzeige:http://edoc.ku-eichstaett.de/13300/