Key points are not available for this paper at this time.
More than 2400 Japanese and US television commercials were analyzed to determine how soon, how long and how many times the brand, company name and product are presented. The results indicate significant differences between US and Japanese advertising. Cultural differences between Japan and the USA are identified that: (1) suggest reasons for differences in the television advertising and (2) provide guidance for advertising managers to direct, supervise, and evaluate the work of creative personnel. Japanese commercials identify the brand, company name or logo, and product or package later than US commercials. There are also substantial other differences in showing or mentioning these characteristics. These differences suggest that television advertising creative executions involving the timing of brand names, company names and products should not be routinely standardized in, or transferred between, Japan and the USA.
Miracle et al. (Wed,) studied this question.