Summary: An International analysis of emotional and rational appeals in services vs goods advertising.

(Miller, A.N and Stafford, M.R. (1999) An International analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, Vol. 16 No. 1 pp. 42-57)

“Appealing to consumers in different cultures has been an ever-present challenge for international advertisers, and the challenge continues to grow as advanced technology and increased economic globalization contribute to the proliferation of international marketing and advertising” (Miller, D and Stafford, M. 1999).

According to the paragraph by Miller and Stafford (1999), it is clear that in order to understand the levels to which emotions are appealed, both domestic and international points of view should be analysed. Additionally, decision making processes of customers from different cultures tend to differ from each other. Therefore, marketing campaigns should be handled regarding to the rules of international marketing and advertising. In international marketing point of view, culture has influences on buyer behaviour. In more depth, buyer behaviour can be hooked by cultural messages that are seen on an advertisement during the decision making process.

Ali Ümitcan Sevin
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