US AND THAI ADVERTISING: A CROSS CULTURAL ANALYSIS

With the Internet, international marketing has taken on a whole new meaning; however, the decision to standardize or adapt advertising messages remains a perplexing one for marketers around the world. Therefore, the purpose of this study was to determine the degree of standardized advertising in print advertisement across different cultures. Content analysis was used to measure the degree of standardization in print advertisement for self-image projective products. The sample consisted of 63 advertisements from Elle magazine (U.S. and Thai editions) in specific categories of product including perfume, women’s apparel, cosmetics, jewelry and accessories. Results affirm the assertion that no one global strategy fits all nations and all product categories equally. Brand managers should standardize where possible, and customize when necessary to manifest a more local taste and meaning and continue to exercise vigilance in their communication strategies in foreign markets to ensure the best results for their brands.