Product Information Strategies of American and Japanese Television Advertisements

This study examines differences in informational strategies by product categories in Japanese and American television advertisements. Overall findings suggest that American advertisements are perhaps more informative than Japanese advertisements, based on the western standard. However, only by examining the qualitative and quantitative nature of the advertisement—within respective idiosyncratic cultural contexts ‐ could valid results be derived. Hence what is informative to one culture may not be necessarily deemed as relevant to another culture.