Culture and advertising

Résumé du document

Let us begin by examining the classic ?chicken and egg' question:
Do cultural values affect advertising or to reverse the idea, does advertising affect cultural values? The borders and the horizons are opening and getting wider with globalization which is not a recent phenomenon. Some companies have the possibility to export their production and their services all over the world in order to target a specific group of people (outsourcing). These firms have adopted and developed a new challenge about the definition of the global target and a coherence of the image for the marketing and communication department. Actually, the strategy adopted by companies is dependent on their industry branch. Further, it is a well accepted fact that firms always want to define a communication way (topic and vectors) according to the context. It is observed that those firms operate in the B to B and also in the B to C field. The advertising is the most visible part of the marketing mix strategy. The entire communication process has to be coherent and in accordance with the international strategy. The advertising scene at a global level is influenced by the American culture. The American culture believes that the advertising strategy so implemented should be a combination of all the technological developments and innovative tools. These developments and tools need to be instituted in communication which would make an individual relate to the advertisement in their daily lives. Also, the strategy needs to accommodate new advertisers, financial institutions, wholesale companies and organizations, charities and politicians. Advertising has become the spokesperson for the social, economical and political communication field. It participates in the globalization process. However, it is not easy to take into consideration the different cultures in order to create the right advertising campaign for the targeted audience. In order to accomplish this, advertisers have to follow myriads of rules and understand all the associated subtleties.

Extraits

[...] Friendship category: The ad is focus on having a drink with one or several friends Sex category: the ad is focus on person of the other sex, which making erotic action 3. Sport category: the ad is making references to any sport 4. Historical category: the ad shows historic place or historic building 5. Relaxation category: the ad shows bier like a relaxing way Moreover, the investigation measures also the use of the product and the humour utilisation. II.4. Results II Frequency of the consumption of the product Bier is a product that a customer uses every day or during a special event. [...]

[...] Table of contents Part I CULTURES & PERCEPTION 3 I. Some examples according to several cultures 3 I.1. Foreign Advertising in France 3 I.2. TV advertising perception in Europe 3 I.3. The diversity of medium environment 4 I.4. Advertising in the political field 4 I.5.Tendency : the apparition of against advertising movement 4 I.6. Behaviour towards advertising : the social representation and the regulation rules 5 II Case study 5 II.1 Introduction 5 II.2 The Bier Market 7 II.3. Investigation methodology 7 II.4. Results 8 II.5. [...]

[...] Humour is very use in English ads but not very in German or Dutch ads. See the result framework below II Topics Every ad can be grouped in five fields: 1. Friendship 2. Sex 3. Sport 4. Tradition 5. Relaxation Friendship is the first topic use in German and Dutch ads of English ads use sex whereas in Germany and Holland where the sex is never mentioned in ads. The link between sport and Bier is only use in Dutch and English ads but not in Germany. [...]

[...] References Books GUIDERE Publicité et Traduction, L'Harmattan KLEIN No Logo, Edition Actes Sud, Collection Babel MAIGRET Sociologie de la communication et des médias (2003) Ed. Armand Collin Université, MAYRHOFER Marketing International, Economica PRIME and USUNIER Marketing International, Vuibert VERBUNT La société interculturelle (2001) Ed. Seuil, Articles DAHL Cultural Values in Beer Advertising, University of Luton, July 2000 KHALBOUS Communication Marketing et cultures : Une application au cas des consommateurs tunisiens, (2003) Congrès international de l'AFM. KHALBOUS Cultures et recherche en Marketing, (2004), Revue tunisienne d'économie et de gestion. LAROCHE KIRPALANI DARMON Determinants of the control of international advertising by headquarters of multinational corporation, (Déc. [...]

[...] Let's analyse a case: the Bier II.2 The Bier Market It is very important to start by an analysis of the market all over the world. II Bier consumption per person per country In litre references: World Drink Trends 1999 II Advertising regulation The regulation is strict in three countries: Great-Britain : Advertising Association et Independent Television Comission Germany: Zentralverband der Deutschen Werbewirstchaft and Deutscher Werberat Holland: Vereniging van Communicatie-adviesbureaus II.3. Investigation methodology The goal of the investigation is to determinate if it is possible or not to persuade with the same way in all countries. We analysed bier ads in three different countries. [...]