MK364 INTERNATIONAL ADVERTISING THEME TWO: Culture and communication

Culture as Learned Behaviour b Expressions b Expressions of culture b Cultural b Cultural projection literacy b Values

HOFSTEDE’S ONION SYMBOLSHEROESRITUALS PRACTICES PRACTICESVALUES

HOFSTEDE’S ONION

Hofstede’s 5 Dimensions 1. Power Distance 2. Individualism/collectivism 3. Masculine/Feminine 4. Uncertainty Avoidance 5. Confusion Dynamism/Long term orientation

Context of culture High context b Bring b Bring out nuances/Overall differences in tone/Dramatise, little made explicit Low context b Emphasise b Emphasise unique features/Differentiate product/Dissimilarities

Terminal Instrumental A comfortable life Ambition An exciting life Open-minded A sense of accomplish Capable Rokeach’s 18 Terminal and Instrumental Values

Japan: Mueller’s Research Findings 1. Traditional distaste for confrontation 2. Indirect, implicit, non-verbal preference 3. Respect for what has gone before 4. Shift from this to more individualistic appeal

Maslow and Rokeach: VALS I & II VALS II (1989) FULFILLEDSBELIEVERSACTUALISERS ACHIEVERS - STRIVERS STRUGGLERSEXPERIENCERSMAKERS

VALS II VALS II Abundant resources Actualisers Actualisers Fullfilleds Achievers Experiencers Believers Strivers Makers Strugglers Strugglers Minimal resources

Young and Rubicam’s 4 Cs b The Mainstreamer b The Aspirer b The Succeeder b The Reformer

Other Agency Models b Global Village I & II (PWi) b Semiometrie (Harris Research) b Three Stage Research Programme (Context Research International)

Global Village I & II Global Village I & II “Certain components appear to be key to the language that speaks to this target (teenagers) in the television advertising medium. We suggest that advertising that is most effective combines messages and images that reflect personal values. A brand message that imparts some wisdom and a format with a narrative structure” “Certain components appear to be key to the language that speaks to this target (teenagers) in the television advertising medium. We suggest that advertising that is most effective combines messages and images that reflect personal values. A brand message that imparts some wisdom and a format with a narrative structure”

Semiometrie (Harris) b “It becomes more important to validate one’s institutions and to assess cultural differences using robust techniques….to achieve a better and more reliable understanding of cultural differences in Europe: Semiometrie….a scored list of 210 words used as stimulus material to find out more about their values and emotions..”

Three Stage Research Programme(Context) “Metaphors transpose qualities/values from one plane of reality on to another” - the BMW’s power and speed being represented by six prongs of lightening “Metaphors transpose qualities/values from one plane of reality on to another” - the BMW’s power and speed being represented by six prongs of lightening “Metonyms make part of an object represent the whole” - Ferrero Rocher’s aspirational consumer “Metonyms make part of an object represent the whole” - Ferrero Rocher’s aspirational consumer

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