ABSTRACT
Symbols are potentially powerful communication devices in 187advertising, but many symbols are culture-specific. Advertisers whose targets are culturally diverse can benefit greatly by identifying symbols which are universal to mankind. One symbol which seems to transcend cultural boundaries is “right” versus “left” The preference for right over left has been evident cross-culturally and throughout history. This paper gives a cross-cultural overview of the symbolic meanings of right and left and then discusses possible reasons for the universality of the right-left phenomenon. With this background, several propositions are offered regarding the effect of right-left positioning in advertisements. Finally, suggestions for future research are given. [Article copies available from The Haworth Document Delivery Service: 1-800-342-9678.]
