CONTENT-ANALYSIS OF GERMAN AND JAPANESE ADVERTISING IN PRINT MEDIA FROM INDONESIA, SPAIN, AND THE UNITED-STATES

Cultural influences on domestic advertising strategies and tactics hav e been the subject of recent attention in the marketing literature. Ho wever, few researchers have considered how home-country culture influe nces firms' marketing strategies and tactics in foreign markets. In th e present study, print advertisements for German and Japanese products appearing in, Indonesian, Spanish, and U.S. print media are compared. It was hypothesized that home-country culture would influence ads in each of the target countries. However, an analysis of informational an d emotional content provides evidence to the contrary--that is, Japane se advertisers, in particular, appear to adapt their advertising appro aches to foreign markets, whereas Germans do so, but to a lesser degre e. Managerial implications of these findings are discussed.