The Implications of Hofstede's Cultural Dimensions for Advertising in Spain and the United States

Open Access
Orr, Kathleen Elizabeth
Area of Honors:
Bachelor of Science
Document Type:
Thesis Supervisors:
  • Hans Baumgartner, Thesis Supervisor
  • Jennifer Chang Coupland, Honors Advisor
  • Jennifer Chang Coupland, Faculty Reader
  • marketing
  • Hofstede's cultural dimensions
  • Spain
  • United States
  • advertising
We exist in a diverse world in which we are greatly influenced by our culture. Our preferences, attitudes and beliefs are all shaped by external factors that are outside our consciousness. Successful marketers must account for these differences when advertising products. This research paper examines the cultural differences in advertisements from the United States and Spain through the lens of Hofstede’s cultural dimensions.