Effects of Cultural Elements on

Advertising of cellular
companies
By
Fahad Mohiuddin Ahmed
Submitted To
Ms. Afsheen Danish Naqvi

Overview
As we all know that advertising has become now a house hold name in business world. Advertising

can be explained as sending your companys or brand persuasive message to the people out there
Culture helps in getting the attention of the viewer towards the product. Using this advertising

strategy can be successful on many occasions but not all the time. Therefore it is very important to
match the culture with the brand of the product, understanding the product itself and making a
framework for measuring the effectiveness.
. This study will also be beneficial for me when I will be working in an organization and creating

different concepts related to the use of effective use cultural advertising. By understanding the
cultural effects on advertising a can assured of a competitive edge. Moreover, this research will
provide recommendation and suggestions on when to align cultural elements in cellular companies
advertisement and how to do this effectively

Hypothesis Analysis
Hypothesis can be explained as the outcome that we expect out of our research. And a bookish

definition of hypothesis can be A research hypothesis is the statement created by researchers when
they speculate upon the outcome of a research or experiment. Following are the null hypothesis and
alternative hypothesis of my research topic.
Null Hypothesis: Cultural Elements do not affect an advertising campaign.
Alternative Hypothesis: Cultural elements affect an adverting campaign.
Null Hypothesis: Language factor does not affect an advertising campaign.
Alternative Hypothesis: Language factor affects an advertising campaign.

Null Hypothesis: Perspective, Norms & values does not affect an advertising campaign.
Alternative Hypothesis: Perspective, Norms & values affects an advertising campaign.

Null Hypothesis: Religious views do not affect an advertising campaign.

Alternative Hypothesis: Religion affects an advertising campaign.

Problem Statement:
and
Research Question
The advertising has become such an important aspect of a business and advertisers now are

using cultural factors to advert the products. The reason of its significance is the dependence
of a product or service in terms of communicating the benefits and functionality to costumers.
In addition to this, culture is also linked with product successiveness and cultural
belongingness strengthens the emotional attachment with the customer service. Our problem
statement is that I will analyze the cultural elements effects on advertising. How the companies
have touched the sky and how they fell down for using the culture in wrong direction.

How Cultural Elements effects Advertising?

Literature Review
Saudat Salah Abdulbaqi, Ridwan Adetunji Raji In this article it is explained that all the cultures are

unique and its element make them unique. The main features that distinguish the three main ethics of
Malaysian population are; language, religion, and cultural norm. The country is populated by 65% Malay,,
25% Chinese, 10% Indian and 10% others This reflects the existence of diversity in ethnicity, religion and
cultural norms. Invariably language can play an important role in creating hurdles or become support in
sending out the message to consumers through advertisements .

Sang-Pil Han And Sharon Savitt In this study it is examined that how two cultural aspects i.e.

indivualistic and collectivism. It is known that how these cultural aspects are used in advertising effectively
in different countries. Two countries are taken into consideration, U.S.A and Korea. In U.S.A, magazine
advertisements are studied and it is seen that U.S.A has individualistic culture, employed appeals to
individual benefits, independence and personal success. Whereas Korean magazine advertisements were
more towards collectivism, family integrity, employed appeals to harmony, integrity and in-group benefits in
a greater extent to U.S.A ads.

 Stephan Dahl, Middlesex University Business School, London In this article it is explained

that different advertising techniques and approaches are required when the cultures have big
differences, whilst culturally closed countries will not merit a different approach for each
country or culture. Although it seems unlikely that cultural values based approach can ever
fully reflect and predict the full extent of an advertising markets values, styles, strategies etc.
This article suggests that culrual- values play a significant role in shaping the various values,
strategies etc. used in the market.

Dana L Alden, Wayne D. Hoyer, & Choi Lee In this article it is said that humor is a tricky

strategy and it can be different in effects, vary of nations according to individualism and
collectivism culture. An important question is answered in this questionnaire that is whether
and when incongruity or incongruity in resolution is more effective as a humorous
communication strategy.

Cont.

Theodre Levitt In this article it is explained that there is a powerful force that drives the world

towards a converging commonality and that force is called technology. Via Technology people
hears about all the products and they want each product and service. Worldwide
communications have enlightened the modern work and raised the living standards. All the
countries want their culture to respected but at the same time they also want all the products
and get modernized. Due to organized smuggling goods of best quality can be easily acquired
at low prices. Thats why multinational Strategy is not successful in front of global market
strategy. Global Market strategy is the practice of standardizing marketing Activities when
there are cultural similarities and adapting them when culture differs.

Janet L. Borgerson University of Exeter , Jonathan E. Schroeder University of Exeter In

this article it is said that marketers must be culturally, ethically and visually literate in
representation and linguistics, if they are to identify and understand ethical problems in
marketing communications. Hence, Judgments of image appropriateness should be informed by
awareness. It is insisted that an ethics of representation must invoke issues that arise when
brand identity, corporate communications and visuals strategy relies upon representations of
identity. It is argued that ethical analyses of marketing communications must offer accounts for
how its images represent identity. Moreover, representational conventions point to potential
blind spots in consumers responses to images of identity, alerting marketers to gaps strategic
conceptions of brand identity and consumer perceptions about brand image.

 John.M.Lewis The increasing clutter in advertising landscape has advertisers to work

even harder. Consumers only attend to those ads that create appeals for them and rest of
them is ignored very easily through various tools. Despite of these dangers, advertisers
always try to remain unique in their strategy and its implementation to capture viewers
attention. Trying to be different can lead them to making ads proactive, highly creative, or
just confusing. As advertisers find new ways to make their ads more outstanding and be
noticed, they engage in lots of innovative strategies.

Bilal Naseem Janjua University of Wales, UK In this article it is said that advertisement has been

the noteworthy part of the marketing communication mix. The reason of significance depends upon
the products benefits and functionality to the costumers. Sometimes culture is also linked with the
product success, but cultural belongingness strengthens the emotional attachment with the costumer
and dominates the decision making.

Methodology
DATA COLLECTION
The method of data collection for this research is based on Personal Surveying Technique
which is highly effective for this research study; procedure is concerned for the collection of
data.
SAMPLING TECHNIQUE
non-probability sampling technique where respondents are selected upon the personal
convenience of the researcher.
SAMPE SIZE
sample size is of 100 respondents
INSTRUMENT OF DATA COLLECTION
Questionnaire is the instrument for collecting data; which has helped in the study to
determine the relationship between the utility of social blogs between consumers and
managers

Conceptual Framework

Culrural
Elements

(Language, artifacts,
religion, ethncity, aesthatics)

Success/Fa
ilure of An
Advertise
ment

Regression

Bar diagram
Analysis

The respondents thinks between neutral and agree on the effects cultural elements on the
advertisement as their frequency is between 3.00 -4.00 i.e. 3.20

This bar chart shows that majority of the respondents were Male. Their frequency is above
80 and female has less than 20.

The respondents agrees that language can make effects in an ad.

Because its frequency is 4.00, which represents agree option.

Here the respondents have answered between 3.00 and 4.00. Which
means that they somewhat agree that aesthetics is important but can be
left in ad because their frequency is 3.50

The respondent chose that religion is important cultural element with 4.00 option having
the frequency of above 30.

Respondent have answered 4.00 option most with the frequency of 28 on the
second place they are neutral.

The respondents choose to 4.00 and its frequency is above 30, which shows that ethnic values are an important
cultural element in an advertisement

Conclusion
The purpose of this study was to enhance marketers knowledge about

cultural elements impact on advertisement. Businesses can successfully

reach out to their by including cultural elements in their ads encouraging
ethnic values, language, religious values, artifacts and aesthetics in an ad to
have a better understanding of what people perceive about their products
and services. The usage of cultural elements in ads has drastically increased
in business advertising but is still relatively new in Pakistani ads and
advertisers are shy towards its usage as cultural differences are a great issue
in Pakistani environment.

Discussion
In results it has been revealed that language, artifacts, ethnic values,

aesthetics and religion are high among the respondents and they want
these factors in an advertisement. Cultural elements has a significant
role in making a successful advertisement. The relationship among
these variable were found significant and positive.

 Research implications

This research will help the decision makers in marketing departments of cellular brands. The
findings about the effects of cultural elements in advertisement will help. It will also change the
advertising methods and use of cultural elements will help in getting to know about the costumer
more easily.

Future Research Applications

This cross sectional study has evaluated the cultural elements effecting advertising. These results
will act as a base for future researches. More researches on this topic can explore new dimensions of
advertising and impacts of cultural elements on other marketing strategies. Also, future researches
are needed to calculate the efficiency and the impacts of cultural elements on advertising of other
brands of various industries.