Ibahrine Chapter 9 Culture And Advertising Appeals

1-1

Chapter 9

Culture and Advertising Appeals

1-2

APPEALS IN ADVETISING

• The appeal in advertising is a comprehensive concept

• The appeal includes values and motives that define the central message

• Appeal connects with some emotion that makes the product particularly attractive or interesting, such as security, esteem, fear, sex and sensory pleasure

•

1-3

APPEALS IN ADVETISING

• Emphasis on the price is an economy appeal

• A status appeal is used for presenting quality and expressive products

• The advertising style is the combination of appeal motives and basic advertising form and the execution

1-4

Value paradoxes in advertising

• Go-it-alone – belonging IDV: also families in advertising COL: few families in advertising, or

incomplete families COL: for perfume also people alone

• Equality - standing out US: everyone has an equal change to become

rich and be able to stand out of the crowd

• Freedom – dependence/harmony COL: it is difficult to be different - Lois-Spain

1-5

Examples of APPEALS BY DIMENSION

• Status symbols are less frequently used in small power distance cultures than in large power distance cultures where prestige is an important appeal

1-6


• In large power distance cultures, the elder advises the younger

1-7


• In small power distance cultures, the younger advises the elder

1-8

Appeals individualism-collectivism

• IDV Direct approach: You, We, I

Keeping nice things for oneself [Magnum after dinner print ad and TV commercial,

Alone can be relaxing • COL

Individuals part of groups Spain: Enjoyment in the group

1-9

INDIVIDUALISM AND COLLECTIVISM

• In individualistic cultures people tend to be dressed in a direct and personalized way

• Words like you, we, and I are frequently used

• In individualistic cultures, the personal pronoun I is frequently used

1-10


• Low-context communication is more textual

• High-context communication is more visual

• The Internet has changed this equation. • In the United States, technology has led to

less copy

1-11


• In collectivistic cultures appeals focus on in-group benefits, harmony and family

• These appeals are more effective

• In individualistic cultures, advertising is more effective that appeals to individual benefits and preferences, personal success and independence

1-12


• In collectivistic cultures people like to share things

• In individualistic cultures, people may keep the nice thing for themselves

• The Ice cream brand magnum has used this approach in the German advertisement that says

• “ I share many things, but not everything”

1-13


• In collectivistic cultures being alone means you have no friend and no identity

• In individualistic cultures, people can enjoy a beer alone and being alone can even have a relaxing function

1-14


o The configuration individualism and masculinity makes people have respect for those who stand out and are successful,

o In the United States the cult of personality and obsession with celebrity and stardom is pronounced

o In collectivistic cultures, celebrities are even more frequently used in advertising than in the United States

1-15


In Japan, the word talent (tarento) is used to describe most celebrities in the entertainment world

Star is reserved for those who are seen to have long-lasting popularity

The function of Tarento is to give the brand “face” in the world of brands with similar product attributes

1-16

I get, I choose

1-17

Spain: better in a group

1-18

The typical thing to share, but keeping it for oneself.Magnum after dinner

1-19

Appeals Masculinity-Femininity

• Masculine

Hype: Be the best, the greatest

Show off

The big Mac, King of clubs

Role differentiation

Women can be tough

1-20


• Feminine

Caring, softness, small

Understatement

Don’t show off

Overlapping roles

Men can be tender

1-21


• The combination of individualism and masculinity Anglo-German cultures leads to the strong need to win, to be successful and show it, combined with the wish to dominate

• Being First

• Be the best

• We would like to set the record

• Simply the best

• A dream come true

1-22


• In masculine cultures, status is important for demonstrating one’s success

• To become the man or the woman of the year is the ideal for people in masculine culture

• Another reflection of American culture is

• Bigness

• America is Land of big egos

• Big cars

• Big Mac

1-23


• Feminine cultures are characterized by favoring caring, softness and the small

• Much of Volvo advertising tends to focus on safety and family

• In feminine cultures, showing off is negative

• “True refinement comes from within”

1-24

Appeals Uncertainty Avoidance High

• Strong Uncertainty avoidance translates into the need for explanation, structure, testing, test reports, scientific proof and advice and testimonials by experts, but also into high technology and design

1-25


• Purity and freshness are important appeals for food products in high uncertainty avoidance cultures

• In high uncertainty avoidance advertising, the consequence of manufacturer must be demonstrated

1-26


The brands are called experts to provide detail and deep scientific information about the product

Purity in food and drink, ‘natural, nature’ claims

White = purity symbols in detergent advertising

Process orientation, how things work

1-27


• Testing and test reports are favored in strong uncertainty avoidance cultures

1-28


• Favorite German expressions are • Besten im Testen (The best in the

test)• Testsieger (Testwinner)• Technical explanations about

products can be very detailed for all sorts of products

1-29


• Fear appeals are more effective in high uncertainty avoidance cultures

than in low uncertainty avoidance cultures, where people are more responsive to benefits than to threats

1-30


Design is a strong element of German and Italian advertising

German advertisements focus on technological aspects of design

The French and Spaniards are more art and fashion-oriented

1-31

Appeals Long/Short-term Orientation

• Short-term orientation Buy now, don’t wait, instant pleasure [Radio

rentals UK, CK, Haagen Dasz] Living now more important than thinking of

tomorrow• Long-term orientation

Saving for later, thrift [Save energy Japan] Nature symbols [Matsushita Japan, AST, Korean

Air] Importance of education [Frisomel brainpower

Vietnam] Long-term symbolism [Selex, LG]

1-32


Harmony is a popular appeal in Asian adverting It is an indirect approach to build trust in the shop or company.

Visuals and objects are used to please the eye.

The long-term orientation demand harmony and thus explains this advertising style

The objective is to please not to intrude a

1-33


Loreal has a great idea with a central message worldwide, but consumers decide it is not congruent with their values

L’Oreal has global advertising campaign with the central theme “ Because I am worth it “

Consumers in Asia read it as “ Because you are worth it”

Because they are not willing to say “ I am worth it”

So the company changed it accordingly

1-34

Do great ideas travel?

• Most concepts do not travel Not understood or Misunderstood Examples: freedom of choice, work where you want L’Oréal: “Because I am worth it” changes into “because you

are worth it” in Asia

• Some well-known, very strong brands can afford to develop strong advertising ideas and/or executions that do travel

1-35

Country-of-origin concept

• An appeal that travels to a certain extent is the country of origin appeal (COO)

• The appeal is based on the combination of the product category and country of origin

• Fashionable for clothes will relate to French origin

• Quality of cars ill relate to Germany • Whisky from Scotland

1-36

Humor• Most humor doesn’t travel, it plays with

conventions of societies that are culture-bound

• Culture also influences the type of humor used

• Humor in the United States and United Kingdom: pun, understatement, joke, the ludicrous, satire and irony

Ibahrine Chapter 9 Culture And Advertising Appeals

Education

Transcript of Ibahrine Chapter 9 Culture And Advertising Appeals