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ADVERTISEMENT AND CROSSCULTURE COMMUNICATION

What is a culture?

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Culture is the "lens" through which you view the world. It is central to what you see, How you make sense of what you see, How you express yourself.

"Culture is the arts elevated to a set of beliefs." Tom Wolfe

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Four Fundamental Patterns of Amity Business School Cultural Difference

What is different? 1. Communication Styles 2. Attitudes toward conflicts 3. Decision making style

4. Approaches to knowing

What is hidden below the surface? 1. Beliefs 2. Values 3. Expectations 4. Attitudes

Cross Culture Communication Amity Business School

Cross Cultural Communication is the process of sending and receiving messages between people whose cultural background could lead them to interpret verbal and non-verbal signs differently.

Cross Culture Amity Business School Communication & Globalization

Globalization: Cross border movement of people, goods and data brings more and more cultures into contact with one another and increases the potential of cross culture communication.

Business Opportunities
Job Opportunities Improves the contribution of employees in a diverse workforce Sharing of views and ideas Talent improvisation

An understanding of diverse market

Cross-cultural risk while Advertising

Ethnocentric orientation Polycentric orientation
Geocentric orientation

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Hofstedes dimensions in action

Amity Business School Culture-based segmentation

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Role of Advertising in expediting

Cross cultural changes

ADVERTISING

Cross Cultural Changes

(Facilitator)

Brings about

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Advertising is the rattling of a stick inside a swill bucket - George Orwell Meaning? Orwell conveys, that in modern capitalistic culture, advertising is the stick rattling the swill bucket of endless consumer goods, alerting us pigs, constantly, to the endless festive parade of rubbish we're encouraged to buy even if it means going into debt. It's definitely not a flattering observation Orwell makes, but its chief virtue is that it's true.
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A characteristic of human culture is that change occurs. We can see that how overtime peoples habits, tastes, styles, behaviors and values have changed.

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Ogilvy & Mathers New Approach

Source : www.emeraldinsight.com

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Evolution of model
Then Now

Source : www.emeraldinsight.com

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Challenges in International Advertising

Growing intensity of international competition, coupled with the complexity of multinational marketing

A successful advertisement in one country cannot be simply transferred or translated into another countrys market
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Legal Considerations

Different countries have different advertising laws that need to be accepted and followed

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Language Limitations

Language will always be a challenge. One cannot use a single language for an international campaign

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Cultural Diversity

Communication is more difficult because cultural factors largely determine the perceptions of people.

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IKEA Advertisement

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Media Limitations
Creative advertisers in some countries have even developed their own media for overcoming media limitations
In African countries, advertisers run boats up and down rivers playing popular music and broadcasting commercial into the bush as they travel.
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Successful International Advertisements

Hollywood star Richard Gere was the brand ambassador for Visa International for the Asia Pacific market. The ad was shot in Jodhpur and was aired in both English and Hindi across Asia Pacific. Pepsi 2005 India campaign. Sumo and footballers used. Ad was still a hit.

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Global advertisements with culturally diverse content can work. But to really make it successful, some understanding of the culture is needed. These advertisements should not offend anyone. The understanding should be the same across cultures. If the advertisement is culture specific, it has better chances of working.

How to make cross-cultural advertisements successful?

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Language in Cross Cultural Advertising

Companies should check linguistic implications of company or product names and slogans, etc.
Clairols Mist Stick curling iron was marketed in Germany as Mist Stick (mist translates as shit, manure in German).
Irish Mist faced the same problem.

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In 2002, Umbro the UK sports manufacturer had to withdraw its new trainers (sneakers) called the Zyklon. The firm received complaints from many organizations and individuals as it was the name of the gas used by the Nazi regime to murder millions of Jews in concentration camps.

Nike packaged golf balls in packs of four in Japan. Unfortunately, pronunciation of the word "four" in Japanese sounds like the word "death" and items packaged in fours are unpopular.

Communication Style in Cross Cultural Advertising

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Companies should understanding the way that the other cultures communicate allows the advertising campaign to speak to the potential customer in the way they understand and appreciate.

Implicit style. Eg. Japan

Explicit style. Eg. America

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Colours, Numbers and Images in Cross Cultural Advertising

Colours, numbers, symbols, and images do not translate the same across all cultures.
Red is lucky in China, Black unlucky in Japan. Many hotel in UK and USA do not have room 13 or floor 13 Normal to see skimpily clad women on advertising billboards in London, not in Middle East.

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Cultural Values in Cross Cultural Advertising

Collectivist or Individualist? Family-oriented? Any dominant political or economic ideology? Religious believes? Etc.

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New Zealand skateboarding company Eshe Skateboards ran a series of outdoor ads as part of their "Religion in Garbage" series. The stunt worked, the story was carried around the world and several Indians issued complaints to the company and were promptly told off.

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Other Factors
Product appeal Market structure: Homogeneous or heterogeneous Similarities in political, economic, and legal factors Similarities in media

Difference in product appeal