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Advertising Appeals By Country

Research for a CPG category in the Journal of Advertising Research suggests that emotional messaging is more effective in wealthier countries. The authors propose that:

  • “In low-GDP countries, where consumers aspire to being part of global consumer culture — and see brands as a means to do that — practitioners should use a global appeal when they want to develop their brand and build brand knowledge. Cartoons, children, and analogies/metaphors are the elements that should be included in the message.”
  • In mid-GDP countries, practitioners should employ an experiential appeal to help create brand awareness, improve brand attitude, and develop brand uniqueness.
  • Experiential appeals should also be applied when advertising in high-GDP countries. While these may boost brand attitude and brand uniqueness, it may not increase brand awareness.



Read the article. ARF Members can access the full JAR issue by logging into MyARF.

For more on this topic, check out the Advertising Tab in Morning Coffee .

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