The aim of the study is to understand and explain how culture plays an important role in advertising communications, and to investigate how these can vary across countries that are perceived to be culturally close and between different product categories in different countries.

The main objectives are:

• To analyse and describe advertising appeals used in the United Kingdom, the Netherlands and Germany.
  Using television commercials from all three countries, the appeals, as well as information content and communication style used are analysed both for all commercials together as well as in different product categories to allow for a more differentiated reading of the results. With the help of this analysis, the main appeals and themes that are used can be described and attributed both to the product category as well as the country specific cultural environment for a product and advertising as a whole. Equally I will identify and describe the frequently used communication styles and the information content of commercials in each country and/or product category respectively.
  
• To relate the similarities and differences to cultural factors.
  The similarities and findings can then be analysed using established theories and research findings in cultural and intercultural research, and explained within the framework of these. Using cluster analysis, possible links could be established between cultural dimensions and preference for certain advertising appeals and styles, allowing for theorisation about variances on a broader scale.
  

Following from the above objectives, the study may, also potentially provide a guide for practical application in cross- cultural advertising. Given the descriptive nature of the findings, the study may well be useful to advertising practitioners seeking to better understand and be informed about current advertising in the three countries covered. Up to now, there is no research available that covers advertising in these countries to such an extent and depth. Following from this, the study may well be useful determine a possible future strategy for practitioners seeking to enter either or all of the three markets, or to enhance their present advertising and understanding.

Furthermore, as the study aims to provide more than just factual information on current practice, but tries to combine the factual outcomes with previous cultural research, it may provide useful for further theorisation of the interaction of culture and advertising. Equally, the findings may be applicable more broadly to encompass consumer psychology and behaviour and their interplay with culture.