cross cultural advertising

Culture is a according to dropping an Alka-seltzer into a glass – you don’t beam it, but somehow it does something.
Hans Magnus Enzensberger

Culture affects everything we accomplish. This applies to all areas of human action from personal relationships to conducting bag abroad. When interacting within our native cultures, culture acts as a framework of compassionate. However, when interacting with altered cultures this framework no longer applies due to cross cultural differences.

Cross cultural communication aims to advice minimise the abrogating appulse of cross cultural differences buttoned up building accepted frameworks for bodies of altered cultures to interact within. In bag, cross cultural solutions are applied in areas such as HR, accumulation building, foreign trade, negotiations and website architecture.

Cross cultural communication solutions are again critical to able cross cultural advertising. Services and products are usually designed and marketed at a private audience. When a product is then marketed at an international audience the selfsame private advertising campaign abroad will in most cases be ineffective.

The essence of advertising is convincing bodies that a product is meant for them. By purchasing it, they will accept some statement, whether it be lifestyle, status, convenience or financial. However, when an advertising campaign is taken abroad altered values and perceptions as to what enhances status or gives convenience exist. These differences accomplish the aboriginal advertising campaign defunct.

It is accordingly critical to any cross cultural advertising campaign that an compassionate of a particular culture is acquired. By road of highlighting areas of cross cultural differences in advertising a few examples shall be examined.

Speech in Cross Cultural Advertising

It may seem somewhat accessible to state that speech is answer to able cross cultural advertising. However, the actuality 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 apple is littered with examples of linguistic cross cultural blunders. Of the added comical was Ford’s introduction of the ‘Pinto’ in Brazil. After seeing sales fail, they soon realised that this was due to the actuality that Brazilians did not appetite to be seen driving a car acceptation ‘tiny masculine genitals’.

Speech must again be analysed for its cultural suitability. For archetype, the slogan employed by the computer games manufacturer, EA Sports, “Claiming Everything” raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are maintained buttoned up the values of statement and non-confrontation.

It is imperative accordingly that speech be examined carefully in any cross cultural advertising campaign

Communication Style in Cross Cultural Advertising

Compassionate the road in which other cultures communicate allows the advertising campaign to speak to the abeyant customer in a road they accept and acknowledge. For archetype, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background advice or related issues to the topic of discussion and accordingly provides it themselves. Implicit communicators (e.g. Japan) assume the listener is able-bodied informed on the subject and minimises advice relayed on the premise that the listener will accept from implication. An explicit communicator would acquisition an implicit communication style ambiguous, whereas an implicit communicator would acquisition an explicit communication style exaggerated.

Colours, Numbers and Images in Cross Cultural Advertising

Even the simplest and most taken for granted aspects of advertising charge to be inspected under a cross cultural microscope. Colours, numbers, symbols and images accomplish not all translate able-bodied across cultures.

In some cultures there are lucky colours, such as bittersweet in China and unlucky colours, such as atramentous in Japan. Some colours accept certain significance; blooming is considered a adapted colour in Islam and some colours accept tribal associations in parts of Africa.

Abounding hotels in the USA or UK accomplish not accept a room 13 or a 13th floor. Similarly, Nippon Airways in Japan accomplish not accept the seat numbers 4 or 9. If there are numbers with abrogating connotations abroad, presenting or packaging products in those numbers when advertising should be avoided.

Images are again culturally sensitive. Whereas it is accepted to beam pictures of women in bikinis on advertising posters on the streets of London, such images would statement outrage in the Middle East.

Cultural Values in Cross Cultural Advertising

When advertising abroad, the cultural values underpinning the society must be analysed carefully. Is there a religion that is practised by the majority of the bodies? Is the society collectivist or individualist? Is it family orientated? Is it hierarchical? Is there a ruling political or economic ideology? All of these will appulse an advertising campaign if left unexamined.

For archetype, advertising that focuses on alone accomplishment, independence and stressing the chat “I” would be received negatively in countries where teamwork is considered a absolute affection. Rebelliousness or absence of statement for authority should always be avoided in family orientated or hierarchical societies.

By road of conclusion, we can beam that the principles of advertising amble buttoned up to cross cultural advertising too. That is – apperceive your marketplace, what is attractive to them and what their aspirations are. Cross cultural advertising is simply about using accepted sense and analysing how the altered elements of an advertising campaign are impacted by culture and modifying them to ace speak to the target audience.

by Neil Payne

Originall posted July 1, 2012