Advertising Strategies and Information Content in American and Swedish Advertising

Abstract

AbstractTechnological developments make it easier and easier for marketers to standardize their marketing programmes worldwide. There are, however, also strong forces against such a development in advertising, and a standardized advertising approach across countries could hardly be recommended at this point. This article explores the differences between American and Swedish advertising in terms of advertising strategies used, as well as of how informative they are. The result shows that there are fairly large differences between American and Swedish advertising.