It ought to be considered a detrimental influence, and regulated accordingly. They promote choice, and simply reflect existing cultural values. With the average American exposed to between and 1, commercial messages a day, it wields considerable power over what we consider normal. An example that came to mind for me was the idea of cosmetics for men.
This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding.
However, when interacting with different cultures this framework no longer applies due to cross cultural differences. Cross cultural awareness aims to help minimise the negative impact of cross cultural differences through building common frameworks for people from different cultures to interact within.
In business, cross cultural solutions are applied in areas such as HR, team building, foreign trade, negotiations and website design. Cross cultural solutions are also critical to effective cross cultural advertising. Services and products are usually designed and marketed at a domestic audience.
When a product is then marketed at an international audience the same domestic advertising campaign abroad will in most cases be ineffective.
The essence of successful advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial.
However, when an advertising campaign is taken abroad different values and perceptions as to what enhances status or gives convenience exist.
These differences make the original advertising campaign defunct. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acquired.
By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined. Language in Advertising It may seem somewhat obvious to state that language is key to effective cross cultural advertising.
However, the fact that companies persistently fail to check linguistic implications of company or product names and slogans demonstrates that such issues are not being properly addressed.
The advertising world is littered with examples of linguistic advertising blunders. Language must also be analysed for its cultural suitability. For example, the slogan employed by the computer games manufacturer, EA Sports, "Challenge Everything" raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are maintained through the values of respect and non-confrontation.
It is imperative therefore that language be examined carefully in any international or cross cultural advertising campaign Communication Style in Advertising Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate.
For example, communication styles can be explicit or implicit. An explicit communicator e. USA assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves. Japan assume the listener is well informed on the subject and minimises information relayed on the premise that the listener will understand from implication.
An explicit communicator would find an implicit communication style vague, whereas an implicit communicator would find an explicit communication style exaggerated. Colours, Numbers and Images in Advertising Even the simplest and most taken for granted aspects of advertising need to be inspected under a cross cultural microscope.
Colours, numbers, symbols and images do not all translate well across cultures.Advertising is the medium through which the customer comes to know of the existence and the utility of the items available in the arteensevilla.com modern times, the business world has become very complex with keen competition.
Free Advertising papers, essays, and research papers.
The Degenerative Influence of Advertising on Society - Advertising is designed to foster a desire to purchase goods and services, yet it is much deeper than that—advertising is a system of effective manipulation that .
May 31, · 1 Advertising and Consumer Culture Centre for Modern Studies Third Annual Postgraduate Symposium Friday 31 May, Humanities Research Centre (Berrick Saul Building), University of York.
Culture is the common denominator that makes the actions of the individuals understandable to a particular group.
That is, the system of shared values, beliefs, behaviours, and artefacts making up a society’s way of life. In today’s modern culture television companies limit the use of certain advertisements and have numerous restrictions, bound by law, to control and monitor the use propaganda influenced within the advertising campaign broadcasted.
Popular culture is the ideas, attitudes, thinking, memes, images, and other phenomena that are in the mainstream of a given culture, especially the western culture in the early 20th century to the middle 20th century and the emerging global mainstream in the early 20th and the 21st century.