The manifestation of individualism in American and Vietnamese advertisements through social-perception themes

This cross-cultural research utilizes a content analysis approach to explore how individualism is represented through individualist social-perception themes in advertisements. A total of 131 advertisements from American magazines and 123 from Vietnamese magazines were chosen for this analysis due to their representative qualities, with one originating from an individualistic culture and the other from a collectivist culture, including the previously underexamined Vietnamese context.