Regulating Sin Across Cultures

Using text analysis, this study compares the alcohol advertising strategy in Ukraine and the United States within the context of regulatory, historical, cultural, and economic factors. Results showed that Ukrainian magazine ads contained a larger number of violations than the American ads, which complied with the letter of the law, if not the spirit. The message strategies also told different cultural stories that reflect the different ideologies for the two countries, which means that specialized advertising approaches are needed for each country. American ads situate alcohol as part of normal life, whereas Ukrainian ads demonstrate conspicuous consumption and celebrate the change to a market economy. They must not only sell the product but also teach Ukrainians how to be part of the consumer culture

Selling Sin in a Hostile Environment: A Comparison of Ukrainian and American Tobacco Advertising Strategies in Magazines

Given that “sin” products must navigate different regulatory environments, it is important to compare cigarette advertising across cultures. Using text analysis, this study examined the message strategies and the ideological beliefs in cigarette advertising in American and Ukrainian magazines within the context of their different regulatory environments. The messages across the two countries differed in their use of creative appeals to ego, social needs, and sensory pleasure as well as their adherence to regulation. Many of the Ukrainian campaigns were reminiscent of earlier American campaigns and offer unique comparisons of cultures that are at different places historically, economically, and ideologically