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
