National Culture Appearance in International Luxury: A content analysis of print advertisements in France and Russia

Abstract

Today is the “golden-time” of international luxury brands. The key feature of the success is the balance of marketing operations where the communication and thus the advertising have an essential role. The international environment ensures that the national culture is a considerable factor in marketing.

The study is a content analysis of international luxury print advertising. The aim of the study is to analyze the national culture appearance in advertising in France and Russia. The dilemma was approached through three aspects: the national culture aspect, advertising aspect and the luxury business including the importance of the brand value. The theoretical framework of the study is based on earlier researches and literature. The quantitative content analysis in the empirical part is based on the earlier research of the national culture values and the advertising. The sample of the analysis consists of 200 advertisements from four product categories from French and Russian fashion and beauty publications. Several findings are provided by the study: it points out that the international luxury print advertising is partly standardized in France and Russia. The communication style of the advertisements is mostly based on the non-verbal messages such as signs and symbols. The values delivered by advertisements are seen partly differently in France and Russia. Scrutinizing the product categories together the most and least seen advertising appeals reflected the same culture values in the both countries. Based on the findings the study supports that the national culture matters in interpreting the values of the print advertisements. The high status values are included in the content of international luxury print advertising in France and Russia.