{"title":"网络约会推广在不同文化中有所不同吗?51个国家在线交友网站首页广告的跨文化分析","authors":"Aditi Paul, Saifuddin Ahmed, Karolina Zaluski","doi":"10.1177/09732586211060010","DOIUrl":null,"url":null,"abstract":"This study extends our understanding of the influence of culture on advertising within the novel context of online dating. People around the world have come to depend on online dating services (ODSs) to participate in the dating process. Since the norms and expectations of dating are influenced by a country’s cultural values, we expect ODSs to adapt their advertising messages to be congruent with these values. Using the Pollay–Hofstede framework, we examine the relationship between advertising appeals used by 1,003 ODSs from 51 countries and the cultural dimensions of these countries. Results showed that ODS advertisements appealed to people’s need for relationship, friendship, entertainment, sex, status, design and identity. The use of these appeals was congruent with only the individualism/collectivism and uncertainty avoidance cultural dimensions. Based on these results, we argue that ODS’s overwhelming use of culturally incongruent advertising messages can lead to a global transformation and homogenisation of the dating culture.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"17 1","pages":"179 - 198"},"PeriodicalIF":1.5000,"publicationDate":"2021-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Does Online Dating Promotion Vary Across Cultures? A Cross-cultural Analysis of Homepage Advertisements of Online Dating Services in 51 Countries\",\"authors\":\"Aditi Paul, Saifuddin Ahmed, Karolina Zaluski\",\"doi\":\"10.1177/09732586211060010\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study extends our understanding of the influence of culture on advertising within the novel context of online dating. People around the world have come to depend on online dating services (ODSs) to participate in the dating process. Since the norms and expectations of dating are influenced by a country’s cultural values, we expect ODSs to adapt their advertising messages to be congruent with these values. Using the Pollay–Hofstede framework, we examine the relationship between advertising appeals used by 1,003 ODSs from 51 countries and the cultural dimensions of these countries. Results showed that ODS advertisements appealed to people’s need for relationship, friendship, entertainment, sex, status, design and identity. The use of these appeals was congruent with only the individualism/collectivism and uncertainty avoidance cultural dimensions. Based on these results, we argue that ODS’s overwhelming use of culturally incongruent advertising messages can lead to a global transformation and homogenisation of the dating culture.\",\"PeriodicalId\":43888,\"journal\":{\"name\":\"Journal of Creative Communications\",\"volume\":\"17 1\",\"pages\":\"179 - 198\"},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2021-12-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Creative Communications\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/09732586211060010\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586211060010","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
Does Online Dating Promotion Vary Across Cultures? A Cross-cultural Analysis of Homepage Advertisements of Online Dating Services in 51 Countries
This study extends our understanding of the influence of culture on advertising within the novel context of online dating. People around the world have come to depend on online dating services (ODSs) to participate in the dating process. Since the norms and expectations of dating are influenced by a country’s cultural values, we expect ODSs to adapt their advertising messages to be congruent with these values. Using the Pollay–Hofstede framework, we examine the relationship between advertising appeals used by 1,003 ODSs from 51 countries and the cultural dimensions of these countries. Results showed that ODS advertisements appealed to people’s need for relationship, friendship, entertainment, sex, status, design and identity. The use of these appeals was congruent with only the individualism/collectivism and uncertainty avoidance cultural dimensions. Based on these results, we argue that ODS’s overwhelming use of culturally incongruent advertising messages can lead to a global transformation and homogenisation of the dating culture.
期刊介绍：
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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