How is advertising depicted based on culture?

Résumé du document

Never has there been a subject that has aroused as much discussion as that the adaptation of media within different countries and according to culture. Ettinger and Perfetto (2008 p.25), educational directors, have defined culture like a "behavior pattern and value shared by a group of people [which] influence people's way of life within a social group; that is, behavior, etiquette, and protocol". Culture is a major tool in the human behavioral development. W. Lustig and Koester Jolene (2010, p.25) have also added that "culture exists in the minds of people, [and] not just in external or tangible objects or behaviors". Hence, neglect cultural differences in business world can potentially lead to some noticeable troubles.

Extraits

[...] Then, the last one defines the rock and chic side of Diet Coke. "All three designs feature Karl Lagerfeld's famous and instantly recognisable silhouette, which are also numbered makes these beautiful bottles truly 'must have' collectibles” (http://www.thecoca-colacompany.com). Lot of women regularly follow the fashion rhythm and because these bottles are fashionable, they will attract their desires to buy them and drink Diet Coke. Karl Lagerfeld was personally pleased with this latest collection and campaign. He has even mentioned his point of view and commented this campaign as "exciting for [him] because love the idea and as everybody knows”. [...]

[...] With its Mexican slogan “Coca Cola, destapa la felicidad”; which means Open Happiness, Coca Cola Company encourages people to be always more positive in their lives and see only the right side of things. Hence, in the advertising campaign below, it is implied that due to Coca Cola and its positive side, people objectives can be easier and quicker reached. Moreover, Mexican Coca has a product differentiation; the bases of American Coca Cola have been modified in order to change not only flavor but also to be more respectful of the nature. [...]

[...] This advertising campaign of Coca Cola has been designed in 2006. This image has been defused in many channels such as, television, cinema, billboards and websites. Through this it, the main goal of Coca Cola Company was to reach a large number of new people in order to gain notoriety and be more valued by its consumers. The designer of this advert wanted to attract people's attention on its positive side. Indeed, its design is reflected by a multitude of colors and different shapes. [...]

[...] “Open a Coca, open happiness” is most of time related to a famous television advert, representing insects stolen a Coke bottle to a man on the grass. The mission of these insects is to open this bottle and spread the happiness in the nature. This channel can be extended to all potential consumers, teenagers, adults and even old people. Hence, this impact can be larger and attract always more new customers. Images of Television advert of Coca Cola France. B. Europe: Europe can be divided in two parts. [...]

[...] This Diet Coke advertising campaign has been broadcasted across 12 European counties. The brand has launched it through the Eastern Europe countries, such as Hungary and Slovakia but also Western ones, France, England or even Ireland. Since each country has different cultures and values, no slogan has been attributed to this limited serial in order to be more effective and let people think what they want about it. Yet, the decoration of these special bottles has been designed by the famous and international known German designer Karl Largerfeld who has declared “be delighted about this collaboration”. [...]