Use of foreign language and models in print advertisements in East Asian countries

Abstract

The need for cultural sensitivity in global marketing is recognized widely. Using content analysis of 543 advertisements from four East Asian countries, determines the marketing factors which lead to the use of two advertising strategies that might be perceived as culturally insensitive. Indicates that, while foreign languages are used widely, a substantial number of advertisements also employ western models. Shows the use of western models to be influenced by five factors: use of a foreign language, target audience, product′s country of origin, product type and customer country. Shows the use of foreign language words, on the other hand, to be influenced by just two factors: customer country and product type.