International Advertising

A Cross Culture Content Analysis of Fashion Advertising: A Comparison

between the U.S and Italy

Makia Tabb COMM 480 International

Advertising

Introduction

I would like to find out more in regards to the fashion aspects in the U.S and in Italy. I feel the two are different because they’re in different parts of the world. Getting more insight about the two, and comparing the two should broaden the knowledge I am seeking to find.

This is important to look into because most of our clothing comes from somewhere, but the ideas and the concepts surrounding the style of clothing comes from another.

The purpose of this study is to examine the differences in the fashion industry Ads within the U.S and Italy.

The Coevolution of New Organizational Forms in the Fashion Industry: A Historical and Comparative Study of

France, Italy, and the United States.

Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French

and U.S. teenagers.

Conceptualizing Beauty: A Content Analysis of U.S. and French Women’s Fashion Magazine Advertisements.

The Hofstede model.

Social media and international advertising: theoretical challenges and future directions.

LITERATURE REVIEW..

Fashion AD U.S

Fashion AD Italy

Theories

Hofstede’s Cultural Dimension Theory:

- Individualism Characteristics Vs Collectivism (I, Personality, Direct, Freedom, Privacy)(Shared, Interdependence, We)

- Masculinity Vs Femininity (Caring, Modest, Assertiveness)

Hypotheses/Research Questions

H1: Fashion Advertising within the U.S will more frequently display individualistic cultural values than fashion advertising in Italy.

H2: U.S and Italy will both frequently display femininity within their fashion advertising.

RQ1: Will fashion advertising within both countries focus more on brand content or models such as celebrities and influencers?

Method : Content Analysis Coders:

- 2 American

- 2 Italian

- 2 Bilingual

All Coders will observe both Italian and

American fashion advertisements.

How do you feel about ads regarding fashion in the U.S vs Italy? Do you think fashion advertisements do a great job in persuading viewers to buy

their products?

Discussion/ Questions

Fashion advertisements need to be studied more because fashion is constantly changing.

References 1. Djelic, M.-L., & Ainamo, A. (1999). The Coevolution of New Organizational Forms in the Fashion

Industry: A Historical and Comparative Study of France, Italy, and the United States. Organization Science, 10(5), 622–637.

2. Gentina, E., Shrum, L. J., & Lowrey, T. M. (2016). Teen attitudes toward luxury fashion brands from a social identity perspective: A cross-cultural study of French and U.S. teenagers. Journal of Business Research, 69(12), 5785–5792. https://doi.org/10.1016/j.jbusres.2016.04.175

3. Morris, P. K., & Nichols, K. (2013). Conceptualizing Beauty: A Content Analysis of U.S. and French Women’s Fashion Magazine Advertisements. Online Journal of Communication and Media Technologies, 3(1). https://doi.org/10.29333/ojcmt/2410

4. De Mooij, M., & Hofstede, G. (2010). The Hofstede model. International Journal of Advertising, 29(1), 85–110. https://doi.org/10.2501/s026504870920104x

5. Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and future directions. International Marketing Review, 30(1), 56–71. https://doi.org/10.1108/02651331311298573