Based on global consumer culture theory, this empirical investigation examines how the
usage of local appeals in Japanese and American advertising content has shifted over a
period of nearly three decades. It replicates and improves upon Mueller’s investigation
(Journal of Advertising Research, 1987, 27(3)). Content analysis determined the existence
or absence of five traditionally Japanese appeals vs five traditionally Western appeals in
2005 issues of women’s, general interest, business and sports magazines published in
each country. A total of 899 US ads and 853 Japanese ads were collected. Japanese advertisers
appear to have turned to a rather more direct and persuasive selling approach, but
continue to maintain a tradition of Japanese subtlety. American ads have shifted from a
hard-hitting and aggressive strategy to a more benefit-orientated strategy with a distinctly
softer touch. Appeals employed, however, were found to vary with the product category
promoted. Overall, findings suggest that while Japanese advertising may have become
somewhat more ‘American’, American advertising appears to have become significantly
more ‘Japanese’. Possible future convergence between Eastern and Western advertising
has implications for international marketers as they craft messages to appeal to these
audiences.This research is supported by a grant provided by the Yoshida Hideo
Memorial Foundation (Tokyo, Japan)