International Advertising

RUNNING HEAD: ANALYSIS OF FASHION ADVERTISING

A Cross- Cultural Content Analysis Of Fashion Advertising: The United States vs Italy

Makia Tabb

Communication 480 International Advertising

University Of Massachusetts Boston

ANALYSIS OF FASHION ADVERTISING 2

Abstract

Advertising has been very significant to the fashion industry as it is the one way to reach a mass

group of target audience. Advertising plays a major economic role as it influences consumer

demands.In this paper the aim is to focus on the effectiveness of fashion advertising in both the

U.S and Italy as it aims to explore interactions between the US and Italy advertising methods. It

is worth noting that Italy for instance has a more collectivistic society approach, whereas the U.S

has a very individualistic one. However, the two different cultures convey themselves differently

than another as the U.S target audience tends to be more specific. In order to understand the areas

for research, it is significant to consider how advertising has helped fashion evolve in both these

countries. This paper discusses how advertising not only influences people’s choice but also

analyzes the role of advertising in the U.S and italy. Furthermore, the paper identifies how the

media (advertising) plays a major role in what society believes is the ideal social norm.

Keywords: Individualism, Collectivism, Femininity, Masculinity, Gender Roles

Introduction:

ANALYSIS OF FASHION ADVERTISING 3

ANALYSIS OF FASHION ADVERTISING 4

Literature Review:

Djelic and Ainamo (1999) examined the luxury fashion industry within three countries, France,

Italy and the United States. They found that luxury fashion industries set the tone for fashion and

the rules that are in this particular industry control the game as well as the boundaries that are set

in place to do so. In regards to Italian and American companies, they have scaled up in the

luxury industry because of ongoing trends which change the rules to their benefit. This led

French creators to ungo issues because they created so early on in the industry that they’re

becoming outdated due to new rules and new trends.

Gentina and Lowrey (2016) examined fashion innovativeness during the adolescence stage.

Research regarding adolescent consumers is noteworthy because it's the age of uniqueness

and individuality. During adolescent years it was also said that it's the years to deviate from

norms and dressing in accordance to their own standards, it shows identity. This is all in

relation to luxury fashion brands because it focuses on individuality which ignores social

influence. It was found that individuation affects adolescent fashion innovativeness in a

more individualistic country (U.S). Whereas on the other hand social affiliation affects

adolescent teen fashion innovativeness in a more interdependent country (France). Overall,

they found that it leads to having a more positive attitude towards luxury brands. Not only

does this show fashion innovativeness is an identity process at an individual level but at a

cultural level as well.

ANALYSIS OF FASHION ADVERTISING 5

Morris and Nichols (2013) examined the differences between the U.S and France. In

particular they focused on beauty concepts, culture and the advertising part of it. They

found that the French have a more sexy culture. They are more preferred to purchase

perfume, and other smell good items for the skin. Whereas the U.S is more likely to have

ads about makeup and hair products. Americans use makeup to cover skin flaws to beautify

and use hair products as well because they value it. They also found that gender roles play

a part in culture and the idea of beauty. The U.S has more non-working women and women

as decoration. This implies that the U.S values traditional gender roles. In regards to France

advertising shows more men with family, which could imply that they believe in more

contemporary gender roles. They also found within advertising between the U.S and

France, the U.S tend to want bigger and better and more, more more compared to France.

It makes sense because advertising in the U.S has been successful as a marketing strategy.

Whereas France doesn't like too much, they don’t like the overabundance of

advertisements.

Moojie and Hofstede (2018) examined cross-cultural consumer behavior. They discussed

the Hofstede model of national culture which has been an instrument used for

understanding consumer behavior across cultures. In the Hofstede model the comparison

of the United States to other countries gives the research more accurate data and

information about each country and their similarities and differences to one another. The

model has been applied to branding and advertising for a while and has given a clearer

perspective on behaviors. It was originally to be used to answer work related differences

in values but its need in the business sector was desired.

ANALYSIS OF FASHION ADVERTISING 6

Okazaki and Taylor (2013) examined the three theoretical perspectives explaining how

social media creates value in regards to international advertising. They found that

networking capability, image transferability and personal extensibility suggest that they

all provide opportunities to engage in effective marketing. Social media gives

opportunity to capitalize on networking capability and image transferability as well

which helps marketers build brands and reach larger audiences.

ANALYSIS OF FASHION ADVERTISING 7

Hypotheses:

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:

Sample:

ANALYSIS OF FASHION ADVERTISING 8

Measures:

Procedure:

ANALYSIS OF FASHION ADVERTISING 9

Discussion:

More or less researchers know that American culture and European culture are similar to

one another in ways more than some. But the two also share differences and this study

demonstrates the differences between the United States and Italy in terms of fashion concepts,

culture and the advertising aspects of the two. This study also presents reasoning behind the

two’s cultural values and advertising tactics because of Hofstede’s Model. Using Hofstede’s

cultural dimensions will help and support the research in regards to individualistic and

collectivism to masculinity and femininity.

ANALYSIS OF FASHION ADVERTISING 10

References

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.

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

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

De Mooij, M., & Hofstede, G. (2010). The Hofstede model. International Journal of Advertising,

29(1), 85–110. https://doi.org/10.2501/s026504870920104x

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