Faculty Publications

Title

Auto Ads Execution in the United States and Around the World: A Census Comparison in a Major U.S. Magazine, and a Sample Comparison in Major World Magazines

Document Type

Article

Journal/Book/Conference Title

Journal of Current Issues and Research in Advertising

Volume

34

Issue

2

First Page

282

Last Page

304

Abstract

With the financial troubles facing the big three auto manufacturers in the United States, designing the right advertisement could make a big difference. This study highlights differences in the messages that exist among the U.S., Japanese, and European auto ads in the United States by analyzing the verbal and nonverbal information that appeared in all auto ads in Time magazine over the last eight years. Content analysis revealed differences among the auto ads with regards to size of advertisement and automobile size and color. Similarities were found with the importance of price and automobile performance. A second study was conducted to compare a random sample of twenty auto ads from the following four countries: the United States, Japan, Germany, and the Middle East. Differences were revealed with respect to number of propositions, length of an ad, color of automobiles, color of background, and use of human models in the advertisements. © 2013 American Academy of Advertising.

Original Publication Date

1-1-2013

DOI of published version

10.1080/10641734.2013.790725

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