A Comparison of Cultural Value Orientations as Reflected by Advertisements Directed at the General U.S. Market, the U.S. Hispanic Market, and the Mexican Market

Abstract

Content analysis of television advertisements directed at the general U.S., the U.S. Hispanic, and the general Mexican markets found significant differences among several cultural value orientations. Some support is found for the notion that U.S. Hispanic cultural values, as reflected by advertisements, “bridge” mainstream U.S. value orientations and those of the Mexican culture. However, not all the values measured exhibited such a “linear” transition across the three cultures.