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

Open Access
Author:
Orr, Kathleen Elizabeth
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Hans Baumgartner, Thesis Supervisor
  • Jennifer Chang Coupland, Honors Advisor
  • Jennifer Chang Coupland, Faculty Reader
Keywords:
  • marketing
  • Hofstede's cultural dimensions
  • Spain
  • United States
  • advertising
Abstract:
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.