This study does not support the notion developed from cross cultural advertising literature
that members of a particular cultural group will prefer a particular message advertising appeal
if it reflects values that are congruent to its culture. An experimental design is applied to
examine whether emotional/ high context appeals (n=120) are more persuasive than factual/
low context appeals (n=124) among target groups from collectivist cultural backgrounds.
Analysis of Chinese smokers’ pre-and-post intentions to contact the Chinese Quitline after
viewing print advertisements determined that there was no difference between the two ad
groups’ shift scores. The common use of direct translations of Australian mainstream
campaigns for this culturally and linguistically diverse (CALD) target group could be viewed
as an acceptable practice.