Purpose

The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.

Design/methodology/approach

The study employs a content analysis approach to investigate usage of CCP strategies and symbols across different CCP strategies, countries and product categories. The authors focussed on country of origin (COO) cues as symbols of CCP. The authors collected printed advertisements from countries at different levels of economic development and communication orientation for the content analysis, namely, Austria (n = 182), Hungary (n = 199) and Turkey (n = 120) and products with high- vs low-involvement levels.

Findings

Findings of this study indicated that global consumer culture positioning (GCCP) and local consumer culture positioning (LCCP) advertisements relied more on implicit symbols, while foreign consumer culture positioning (FCCP) advertisements predominantly employed explicit ones. Types of symbols and their utilisation varied across countries and product categories, with language, tag lines/logos and brand names being key components across different advertisements.

Practical implications

The results document the practices of CCP-based advertising, offering important insights on whether and how symbolism can be effectively used for communicating different CCPs across markets.

Originality/value

Little is known in terms of how specific symbols are used to communicate consumers’ culture. In this study, the authors analysed the content of 501 real-print advertisements across multiple countries and product categories. This study contributes to the theory and practice by revealing how consumers’ culture manifests through diverse COO symbols in advertising imagery and by facilitating the application of such manifestations across market contexts.

中文翻译：

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国际广告商如何使用消费者文化定位策略？跨国家，跨类别的方法

目的

本文探讨了广告客户如何在跨国家和产品类别的广告中使用消费者文化定位（CCP）策略。

设计/方法/方法

该研究采用内容分析方法来调查CCP策略和符号在不同CCP策略，国家和产品类别中的使用情况。作者着重介绍了原产国（COO）线索作为CCP的象征。作者收集了来自不同经济发展水平和传播方向的国家的印刷广告，以进行内容分析，这些国家包括奥地利（n  = 182），匈牙利（n  = 199）和土耳其（n  = 120）以及产品的高低-参与程度。

发现

这项研究的发现表明，全球消费者文化定位（GCCP）和本地消费者文化定位（LCCP）广告更多地依赖于隐性符号，而外国消费者文化定位（FCCP）广告则主要采用显性符号。符号的类型及其使用情况因国家和产品类别而异，其中语言，标语/徽标和品牌名称是不同广告中的关键组成部分。

实际影响

结果记录了基于CCP的广告的实践，提供了关于是否以及如何有效地使用符号主义在整个市场交流不同CCP的重要见解。

创意/价值

关于如何使用特定符号传达消费者文化知之甚少。在这项研究中，作者分析了多个国家和产品类别中的501个实际印刷广告的内容。这项研究通过揭示广告图像中各种COO符号显示消费者文化的方式以及促进在市场环境中应用这些表现形式，为理论和实践做出了贡献。