CONVERGENT, CONTRASTING, AND COUNTRY-SPECIFIC ATTITUDES TOWARD TELEVISION ADVERTISING IN GERMANY AND THE UNITED-STATES

In recent years, German television (TV) has become increasingly Americ anized in terms of the number of available channels, types of programm ing, and system financing via commercial sponsorship. To investigate w hether the outlook of the German audience also has begun to resemble i ts American counterpart, this study collected data on provides toward TV advertising from 582 respondents in the Frankfurt area and from 436 respondents in southern California. The findings suggest that attitud es toward TV advertising in Germany and the United Stares are largely convergent wizen taken as a whole, but cultural differences do remain and there are two noteworthy country-specific segments.