How well does GLOBE predict values in advertising? A content analysis of print advertising from the UK, Ireland, Poland amd Hungary.

This cross-cultural comparative study investigated differences in the frequency and types of value appeals used in print advertising from Poland, the UK, Hungary and Ireland. The methodological approach was content analysis; Pollay‟s (1983) value appeals were linked to the GLOBE dimensions (House et al 2004). While there were some consistent value appeals across the four countries, there were also marked differences. The differences did not vary consistently with, and could not be explained by, the GLOBE cultural dimensions. Further research is needed to determine how the differences and similarities between the four countries may be explained.