A Comparison of Print Advertisements from Australia and Croatia

Abstract

This study extends the research on cross-cultural advertising by comparing print advertisements from Australia and Croatia in terms of emotional appeals and information content. A content analysis of advertisements from magazines similar in readership profile from Australia and Croatia revealed that Croatian advertisements make greater use of emotional appeals and informational cues. Cross-cultural understanding is imperative in order to be able to reflect the cultural values and norms of the intended audience. These findings are timely given that Western and European countries are coming into far greater contact due to increasing globalisation.