Below there are eight attributes of a cultural framework that help a marketing manager to understand the culture of an international market. This study compares the cultural values in television advertising between malaysia and the united states. Pdf crosscultural differences in sexual advertising. International marketing and advertising managers should have a simultaneous attention to culture. Analysis of cultural differences and their effects on. As you create culturally specific products, tv programs, and marketing plans, make.
Persuades audiences to either believe in, take action, or buy an idea, product, or service. United states is malaysias fourth largest trading partner. Importance of culture in success of international marketing. Probably the single most useful concept for understanding cultural differences in business communication is edward t. If youre simply trying to serve the widest possible audience, familiarizing your team with basic spelling, grammatical, idiomatic, and cultural differences is a great start. Advertising and promotion are mainly affected by language, literacy and symbolism. Examining the reflection of culture in advertising vaasan yliopisto. Language is the most important attribute in a culture. The research is conducted to obtain better cross cultural understanding of both countries.
Impact of culture on international marketing by md. Indeed, the perceived importance of cultural issues has been increasing, fueled by new technologies that allow marketers to reach consumers across country boundaries. These examples show us that gender and cultural differences influence colour perception, a fact that should be held in mind when localizing the colours of a web site or advertisement aimed at women. Crosscultural differences in sexual advertising content. This chapter analyses the worldwide advertising landscape and compares countries with respect to media and advertising styles from a cultural perspective. The contribution of ardalans globalization and culture.
Visual advertising across cultures scholarlycommons university. The home country of the multinational enterprises is usually the base of expan. Thats why its really important to be aware of cultural differences and its possible influence on the peoples behavior. How can global companies better address cultural differences in marketing advertising in the middle east. So just knowing one persons cultural identity doesnt provide complete or reliable information about that person. After all, notions about cultural differences are often the basis for international marketing communications as well as global brand management strategies. Themes and images that transcend cultural differences in international classrooms by steven r. This is a complex and underexamined issue recently explored by donnel briley of the university of sydney and jennifer aaker, the general atlantic professor of marketing at stanford gsb. Global marketing advertising with cultural differences diva. There are cultural differences from country to country and usually major cultural variations among demographic groups within a nations political boundaries.
On the other hand, pringles in the united kingdom appeared to have merchandised bacon crisps on point of sale units celebrating ramadan, managing to offend when the aim was quite the opposite. Previous research has shown that the ability of a firm to break down cultural barriers and establish close business relationships with partners is a major factor for success in international business marketing ford 1984. Such differences may encompass different languagesdialects and always include a characteristic setsubset of norms and values. Halls 1976 distinction of lowcontext and highcontext cultures. This paper extends and replicates past research on this topic by examining adaptation of outdoor advertising in response to cultural differences. As the customer becomes choosy and tends to patronize only quality products. The title might dissuade those in fields outside marketing from reading further, which would be unfortunate. Perhaps, the greatest benefit of advertising is it wide array of choice provided to the customer. Understanding the influence of cultural factors on consumer behavior is crucial because consumption and marketing are global phenomena, and efforts by firms to influence consumers often cross cultural boundaries. Janice hocker rushing 1983 has argued, for example, that an enduring myth in u. By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined. The influence of products use conditions yong zhang and betsy d. This paper extends and replicates past research on this topic by examining adaptation of outdoor advertising in response to cultural differences and level of. Combining cultural values and advertising appeals although sparse, research on cross cultural advertising appeals is generally conducted by pairing countries to test for differences in several values portrayed in advertising to determine the most effective methods zinkhan, 1994.
Tian university of chicago an important first step to successful global marketing is to understand the similarities and dissimilarities of values between cultures. The bottom line is that a demographicsbased view of culture is far less profitable than a demandbased view. A lack of knowledge about cultural differences can create difficulties for firms. Cultural advertising how culture influences advertising. The marketing approach of globalized companies has had to learn how to come to terms with the realities of cultural and other differences in the markets around the world sinclair and wilken, 2009. Culture plays a vital role in international marketing efforts. Lastly, an insight on culture by introducing theories on culture including hofstedes national dimensions. Cultural factors play an important role, functioning as invisible barriers. Cultural differences journal of consumer research oxford. Gelb in an empirical study, the authors investigated the effects of different advertising appeals used in the united states and china. The problem with relying solely on consumer insights for marketing is that marketing messages never reach individual consumers without the intervening medium of culture. On the other hand, pringles in the united kingdom appeared to have merchandised bacon crisps on point of sale units celebrating ramadan, managing to offend when the aim was quite the opposi. Themes and images that transcend cultural differences in. However culture is an elusive concept posing considerable difficulties for cross cultural research clark t.
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Goods and services are created and exchanged through the close coordination of many. The study reflects differences as well as similarities between sweden and pakistani advertisements on basis of cultural values and also divergence in values presented in advertisements from their national cultures. Culture, development, and advertising content semantic scholar. Importance of culture in international marketing ethnic background, religion, laws, group behavior, and other cultural practices combine to influence consumer attitude and buying decisions.
The effect of cultural differences on effective advertising. The same words or expressions may not mean the same thing to different peoples. How successful marketing to different cultures works. Managers need to broaden their perspective,adapt to other cultures,and make decisions that reflect the needs and desires of those cultures. A cross cultural study of interpersonal information exchange. Paying attention to culture in advertising is extremely important for brands that work on a global scale, especially if your brand is working in markets that are culturally different to where they are based. The presentation was delivered to a packed room, and the pair received great feedback from a number of audience members on their theories, insights and examples. Differences in values and personal traits are found both at the companys side and the consumers side.
Albersmiller and gelb 1996 conducted, perhaps, the. With multi national comparisons, an ex post facto analysis of cultural differences between. Cultural differences introduction journal of consumer. Pdf the similarities and differences of cultural values in. Effects of cultural differences in international business. The dynamic of the international business and its multidimensional nature requires the understanding of the complexities of different contexts dictated by cultural differences between countries. Generally speaking, cultural adaptation is the process of adjusting the native ways of thinking and behaviors to be consistent with the local culture kotler, 1982. Understanding differences in culture can help you build more effective content to reach beyond borders. A thesis submitted to the faculty of brigham young university in partial fulfillment of the requirements for the degree of. It is apparent that there exist different cultural patterns from different cultures.
We are focusing on what some swedish companies considered to be their main concerns regarding cultural differences when they entered a foreign market, and. Although there is no specifically accepted definition of advertising, all advertisements fall under the same general categories. Cultural adaptation pattern analysis of mcdonalds and kfc. Don william chapman, chair matthew j baker jennifer bown. Pdf cultural differences in affect intensity perception in. Malaysia is a growing muslim nation with a diverse population that has a number of ethnic groups with their own individual habits and traditions. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and norms of intended audience. Crosscultural differences in sexual advertising content in a. To adapt to a different culture is to face a big challenge and to follow a new system of rules in the specific group, which requires an. Values, norms, and characteristics embedded in advertising messages appear in various cultures to a greater or lesser degree emery and tian, 2003. Ikea, founded in sweden in 1943 by igvar kamprad, is the home furniture retailer operating in 49 countries with 403 stores august 2017. In the vocabulary of communications theory, a mode of communication can be termed iconic if. We find the issues regarding cultural differences interesting and the effect culture has on companies marketing strategies as well as their choice of mode of entry.
Originating from a small village in the south of sweden in 1943, ikea has grown into the biggest furniture retailer with 253 stores in 37 countries and territories around world. Ikea advertising strategy can be analyzed from a cross cultural point of view. The question of how global companies can better address cultural differences in marketing advertising in the middle east is by first understanding and respecting the culture and religion of the region, following the regulations and guidelines for advertising in every specific country, cooperating with local agencies and adapting the marketing. Challenge in cross cultural advertising is the problem of communicating to people of diverse cultural background. If they do so at all, consumers tend to attribute different personalities to one and the same brand. Buzzel 1968 has shown how cultural factors influence all aspects of the marketing mix. Cultural differences in advertising by stephanie andrews on prezi. Some examples of cultural differences as they pertain to the workplace include employees who are younger or older than their coworkers, employees who hold higher degrees. This approach gives the possibility to understand how cultural differences may affect the advertising strategy of this multinational company. These differences make the original advertising campaign defunct. The four personality traits are extraversion, openness to experience, agreeableness, conscientiousness and neuroticism. Explanations and implications terence nevett despite cultural similarities between the united states and the united kingdom, there are substantial differences between american and british television advertising.
Because of every marketing promotion has done to promote the product i. Though instructors cannot be expected to become experts on the diversity of world cultures, they can become better skilled at finding methods to adapt to the challenge in a way thatwhile acknowledging cultural variationsseeks to transcend them. Culture has a great impact on international marketing. Lets examine a few examples of cross cultural differences in advertising to see why. Images and symbols, for example, become iconic it exerts power to promote both positive and negative images and thereby influence culture. For an understanding of advertising worldwide, one needs to look at patterns worldwide and at national or regional developments. Cross cultural solutions are applied in areas such as language, communication.
Furthermore, it will reflect the advertising strategy how standardised or. Results revealed that, in line with the hypotheses, there were similarities and differences in the use of appeals, and only some of them mirrored. Advertisements developed in one culture can go wrong in another culture, new research concludes. As mass advertising becomes a reality for many american companies operating in china, understand ing cultural differences between the united states and china and the impact of such differences on the effectiveness of advertising appeals will be increas ingly important to those companies. Cross cultural solutions are applied in areas such as language, communication style, images and cultural values. Visual advertising across cultures abstract in thinking about the role of images in cross cultural advertising, a useful starting point is the concept of iconicity. This study describes and analyzes the influence of culture on web design and marketing strategies, with special focus on analysis and comparison of pepsis websites as an instrument of. Crosscultural advertising advertising101 wiki fandom. Four experiments found that culturebased differences show up when information is processed in a cursory and spontaneous manner. For business to operate an international market successfully, they must understand cultural differences in their target countries respectivey. If youre seriously targeting multiple cultures, hire a culture expert to consult on your content marketing and make sure your focus groups and user testing happen. However, there is an increasing body of research which casts serious doubts over the claims made by levitt and which suggests that advertising is strongly influenced by local culture.
Global marketing advertising with cultural differences. Cultural differences and the impacts on advertising appeals charles emery erskine college kelly r. The influence of cultural differences on global advertising. Crosscultural content analysis of advertising from the. It may seem somewhat obvious to state that language is key to effective cross cultural advertising. Cultural differences in the perception of positive affect intensity within an advertising context were investigated among american, japanese, and russian participants. Toyota went to great lengths to integrate cultural differences and motivations into their communications, with their sixversion tv ad for the camry in the united states. The emergence of a global consumer culture emphasizes the idea that sharing similar needs and wants is common among group of people, and several international marketing literatures assert that many products are developed to serve universal needs. Participants were asked to rate the intensity of facial expressions of positive emotions, which displayed either subtle, low intensity, or salient, high intensity expressions of positive affect. They delivered a brilliant presentation on the role of culture in advertising, and how it can define success or failure in marketing campaigns in asia. Cultural differences in russian and english magazine advertising.
Communication is fundamental in business, because business is a collaborative activity. Module 4 cultural dynamics in international marketing 41 4. You only need to travel abroad or spend time with people who dont come from the same place as you to see the impact of culture. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acquired. As cultural values shift, so will motives for buying products, and so the. A crosscultural analysis of advertisements from high. This cultural framework helps marketing manager to identify the cultural nature of an international market.
Therefore understanding the importance of cultural values in advertising has great practical value in marketing communication. Examining how a smaller cultural difference impacts on advertising contributes to the knowledge of the. Challenges in cross cultural advertising retnowati. A marketer must have to study about the local culture indepth before offering a product to them. However, because of its unique language style, advertising language can reflect culture where it belongs in its own way. Yet, advertising practitioners believe that sex sells and images can overcome cultural barriers. Advertising traverses beyond the mere promotion of goods in the pop culture. The recent model for studying variation in traits in different cultures is four factor model called big four which these variations relate personality traits to hofstede cultural model. This dissertation aimed to investigate the differences and similarities in the perception of outdoor advertisements and the effect of outdoor advertising on consumer buying behaviour between respondents from the united kingdom and hungary. Cultural differences are the various beliefs, behaviors, languages, practices and expressions considered unique to members of a specific ethnicity, race or national origin. The marketers need to know which factors influence the global marketing and advertising that are targeted in countries with a different culture.
A lot of organisations these days, if not most, have customers, partners and suppliers spread all over the uk, europe and the world. Coordination of this kind requires intense communication. Cross cultural advertising is simply about using common sense and analyzing how the different elements of an advertising campaign are impacted by culture. Analysis of cultural differences and their effects on marketing products in the united states of america and germany with a focus on cultural theories of hall and hofstede matthias boeing bachelor thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Challenges in cross cultural advertising retnowati jurnal.
How nike managed to export its american cultural proposition is explored by william landell mills, a director at research group tns qualitative, in a. Whilst this can cause problems of its own with language barriers etc, it also offers huge opportunities if you get the cultural differences right. Critics worldwide denounce objectification in advertising and blame media imperialism for disseminating overt, westernized sexuality. A host of knowledge from cross cultural psychology is now available that helps understand the differences between the concepts of self and. Culture, development, and advertising content marketing. Apr 19, 2016 it is therefore critical to any cross cultural advertising campaign that a throrough understanding of the target culture is acquired. Differences between american and british television advertising. Do cultural differences influence on consumers purchase decision making.
The mistake companies make when marketing to different. However, companies have also faced blunders, which occur due to cultural differences. Should different ads be produced for different languages and cultures, or can pictures be relied upon to transcend such differences. The theory presented in the thesis will contain theories on consumer behaviour, including influencing characteristics and the decisionmaking process. Determining differences in cultural values should guide the. Pdf cultural meaning, advertising, and national culture. Even as the world is becoming globalized, many nations have increasingly voiced their claim to a right to culture. How cultural marketing is different from consumer insights. Understanding the impact of culture on marketing content. This paper summarises the research carried out so far, and provides an overview of the current state of knowledge. Messages, symbols, rituals and even colours can have significantly different. Cross cultural analysis of advertising can identify specific differences and similarities in advertising strategies, expressions, and manifest cultural values, norms and stereotypes of the target audience and the larger culture. Cultural differences in russian and english magazine. Few researchers have explored sexuality in advertising across multiple countries or the factors that may contribute to content.