Culture, Creativity, and Advertising

This chapter proposes a comparison of Western and non-Western creative aspects of perfume advertisements. Based on a sample of the Western and the non-Western advertisements, findings suggest that national culture influences creativity of advertisements, and that Western advertisers are creative by using female allure, whereas non-Western advertisers are creative by using graphical designs. One major implication of the study is that managers can no longer rely on female allure when conveying creativity in advertisements in the non-Western culture. Instead, focus of the advertisement should be on the product and its utility only.

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