Intercultural Communication

Cultural factors in advertising

Advertising Studies
Graham et. al. (1993) while studying how the host culture influences a firms marketing strategies, found that German and Japanese companies adapt their advertising strategies, to different degrees, in order to meet the cultural requirements of their foreign markets. Mueller (1987) found out just how important cultural values can be as they relate to advertising message appeals. The researcher found that Japanese magazines often forward more soft-sell appeals and status appeals, and less rational appeals. They also show more respect for elders in their magazines. Hong et al. (1987) also found that status appeals are stressed in Japanese advertisements while the emphasis of individual determinism plays a major role in American advertisements.

Cultural Similarities
Boote (1982) completed an empirical comparative study of the value structures in the UK, Germany, and France. Mueller (1991) found that a standardized approach was more common between America and Germany than America and Japan. This was due to the fact that a concentration on individual gratification exists in the USA which a contrary emphasis on group norms exists in Japan. The French, for instance, rely on far less television and print advertising for information in regard to new products than Americans (Green & Langeard, 1975). The French also subscribe to less magazines, thus special advertising strategies, ones that differ greatly from American advertising strategies, must be taken in France, simply because media habits differ.

Cross-cultural study of advertising based on advertisements for Beer

1. Only ads created for domestic brewers of both countries were used 2. Ads must have been for the brand itself, not an event or contest sponsored by the brand 3. The ads must have been current Sample The American sample: 24 commercial for 12 brands The British sample: 38 commercials for 19 brands

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Beer study: Results (%)

USA 70.8 45.8 70.8 4.2 4.2 91.7 8.3 78.9 21.1 UK 15.8 0 10.5 44.7 81.6 2.6 97.4 8.1 91.9

Individualism/independence present Modernity/newness Achievement Tradition/history Eccentricity Rhetorical style Direct speech Rhetorical style Indirect speech Dominant advertising appeal Emotional or sex Humor Occasion for product usage Regular Special or not applicable/ product not shown in use

14.3
85.7

83.8
16.2

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Comparing the UK, Ireland and the U.S.

(www.iol.ie/ressource/bates)

UK I'm trying to return to a more simple way of life 32%

Ireland 28%

U.S. 46%

Couples should live together before getting married 33% 37% The man should be the boss of the house 18%

28%

18%

29%

Women should put their family before their career 54% 54%

58%

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Cultural differences and toys

Ouch! There are other cultural differences. American parents want the top selling kids kitchen upgraded to include a TV on the worktop like most US homes. Meanwhile, the Spanish didn't like the packaging for the toy kitchen because it showed a young boy doing the cooking and the French didn't like the pink kitsch colors and demanded more realism."
The Express, 6 December 2001

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de Mooij

Although there is evidence of converging economic and demographic systems in Europe, there is no evidence of converging value systems. On the contrary, there is evidence that consumer behaviour is diverging in Europe as reflected in the consumption, ownership and use of many products and services.
(de Mooij,1998. Global Marketing and Advertising)

de Mooij

The model developed by Hofstede explains most of the variation of consumption and consumer behaviour across countries and enables marketing executives to quantify the effects of culture. ???

Rokeach - values

Intrumental values (motivators)

Ambitious Broadminded Capable Cheerful Clean Courageous Forgiving Helpful Honest Imaginative Independent Intellectual Logical Loving Obedient Polite Responsible Self-controlled

Terminal values (end states)

A comfortable life An exciting life A sense of accomplishment A world at peace A world of beauty Equality Family security Freedom Happiness Inner harmony Mature love National security Pleasure Salvation Self-respect Social recognition True friendship Wisdom

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Cross-cultural value research problems

(de Mooij)

Research reflects values/culture of the researcher Differences in rankings of priorities of values Terminal values of one culture may be instrumental in other cultures Certain values of one culture may not exist in another culture Until recently mainly been based on U.S. tools

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de Mooijs Value Paradoxes

"Paradoxial values are found within cultures and between cultures. Every culture has its opposing values." "Value paradoxes are part of people's systems; they reflect the desirable versus the desired in life. On the one hand, one should not sin; on the other hand most of us do sin now and again. We don't want to be fat, we should eat healthy food, yet we do eat chocolate or drink beer and we do get fat. Because the important value paradoxes vary by culture, value-adding advertising cannot be exported from one culture to another.
(de Mooij, Global Marketing and Advertising, p. 2)

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de Mooijs Value Paradoxes

VPs must be understood or you delude yourself and think that the world is becoming one global culture with similar values. VPs reflect the desirable versus the desired in life USA: freedom/belonging Germany: freedom/order Holland: freedom/affiliation France: freedom/dependence
De Mooij: understanding and using the VPs of individual cultures = effective marketing communications

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