Culture as a Barrier of International Advertising

Topics: Culture, Cross-cultural communication, Advertising Pages: 8 (2425 words) Published: July 3, 2013
Table of contents

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Introduction……………………………………………………………………………………………...1 International advertising strategies…………………………………………………………………...2 2.1 Cross cultural communication…..……………………………………………………………….2 2.2 Language in cross-cultural advertising……….…………………………………………………3 2.3 Communication style in cross-cultural advertising…………………………………………….3 2.4 Colours, Numbers and symbols in Cross Cultural Advertising……………………………….3

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International standardization of advertising….……………………………………………………...4 3.1 The glocal concept………………………………………………………………………………..5 3.2 Reasons for standardized advertising…………………………………………………………..6 3.3 Internationalization strategies……………………………………………………………………7

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Conclusion………………………………………………………………………………………………8 Sources

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1 Introduction Culture affects everything we do. 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. This research examines the role of cultures in international advertising and its barriers in intercultural contexts. We look at the different ways and methods how and where advertising can be applied in a global economy. Various determinants influence the effectiveness and the success of international advertising such as values, lifestyles, consumption preferences, religions, etc. How important is the consideration of cultural differences and what risks could arise? In the second chapter we experience needs and reasons for international advertising as well as the entrepreneurial goals. The third chapter deals with pros and cons of intercultural advertisement, which risks and/or chances arise for multinational enterprises. 2 International advertising strategies 2.1 Cross cultural communication Cross cultural communication is critical to effective cross cultural advertising. Services and products are usually designed and marketed for domestic consumer. 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, Communication style, colours, numbers and symbols.

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2.2 Language in Cross Cultural Advertising It seems obvious to state that language is the key to effective intercultural 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 cross cultural blunders. A comical example was Ford's introduction of the 'Pinto' in Brazil. After seeing sales fail, they soon realized that this was due to the fact that Brazilians did not want to be seen driving a car meaning 'tiny male genitals'. Language must also be analyzed 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 is examined carefully in any cross cultural...
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