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Dominant Cultural Values

SUMMARY This study expands on previous work in exploring dominant cultural values portrayed in print magazine advertisements in the United States of America (U.S.) and India across and within product categories. A modified version of Cheng and Schweitzer's (1996) coding framework is used for the study. The differences and similarities in the observed frequencies of the dominant cultural values portrayed in the print magazine advertisements are discussed. The analysis shows a commonality of the dominant values frequently portrayed in the magazine advertisements of both countries although statistically significant differences in their frequency of occurrence are also present for several of the observed values both across and within product categories. The results are consistent with those of researchers advocating a middle-of-the-road approach in the standardization versus adaptation debate of advertising messages. Advertising campaigns in each country should be assessed carefully in terms of target market, cultural and environmental factors, and also upon the nature of the product.