GLOBALIZATION OF FOREIGN MEDIA AND ENDORSING OF CULTURE

Abstract

This study applies content analysis to discover which cultural values are more prominent in international celebrity endorsements and which are present in non-celebrity endorsements of media commercials. Foreign celebrity sponsorships often feature actors and actresses from the Greater International Region and emphasize pragmatic, modern principles. Celebrity-endorsed products are frequently associated with the values of quality/efficiency, success/status, youth/beauty, and fun/leisure. Models in advertising frequently play into stereotypes about their ages and genders. The study reveals a consistent pattern of matching relationships between celebrity endorsers and cultural values, showing that international advertisers frequently rely on celebrities' shared common meanings to design advertising messages.