Download - Cross Culture Advertising
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Cross-culture advertising
Xu JunHua Yuchen
An Jiaxuan
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Advertising Culture
Not only an economic activity also acultural exchange
Spreads through commodity whereasculture makes value-added goods
Core content of advertising culture
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Advertising cultural factors aremainly showed in three aspects
Different cultural values express aprofound spirit of humanism
Different psychological structures
Different geographical environmentand human environment
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Example:http://www.tudou.com/playlist/playindex.do?lid=1816631&iid=10366811&cid=12
http://www.tudou.com/playlist/playindex.do?lid=1816631&iid=6873444&cid=12
http://www.tudou.com/playlist/playindex.do?lid=1816631&iid=3545056&cid=12
http://www.youtube.com/watch?v=_hnOCUkbix0
http://www.youtube.com/watch?v=q96n_nnDhxU
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Pepsi around the world
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http://www.youtube.com/watch?v=MahL0Q1dPX8&NR=1http://www.youtube.com/watch?v=PUubLpMKtGk
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Pepsi comsumer position-setting
target on young teenagerstarget on young teenagers
set "young, vigor, fashion" imageset "young, vigor, fashion" image
music and sportsmusic and sports
slogansslogans
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Superstars Michael Jackson
represts "NewGeneration"
http://www.youtube.co
m/watch?v=po0jY4WvCIc
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Chinese singer stars in the video
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"Ask for more" Though we cannot
change the world, we canget brlliant life as well.
We believe: we arepioneers of leading trend,
we are blod and braveenough to adventure.
We have specific
personalities and wepursuing independentand self-governed life.
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Happy everything
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Nokia advertisements in different culturesNokia advertisements in different cultures
TV advertisement in different culturesTV advertisement in different cultures
(comparison of China and other countries)(comparison of China and other countries)
Nokia mobile phone in world marketNokia mobile phone in world market
Reasons and analysis(styles; language; focuses)
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Nokia in world marketNokia in world market
Nokia , 30.40%
Motorola, 15.30%Samsung, 12.70%
Siemens, 7.20%
LG, 6.50%
Song Ericesson, 6.20%
others, 21.70%
Nokia
Motorola
Samsung
Siemens
LGSong Ericesson
others
In 2004In 2004
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02.2009. Most popular mobilephone in China's market
others 19%lenovo 3%
Motorola 5%
SonyEricsson7%
Samsung 12%
Nokia 54%
Nokia in ChinaNokia in Chinas markets market
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TV Advertisements in different countries
NOKIA 7610 in China ADhttp://www.youtube.com/watch?v=_svg5qiqYzw
NOKIA 3110 CLASSIhttp://www.youtube.com/watch?v=pMquRRnuZuA
NOKIA 7610s: normal international ADhttp://www.youtube.com/watch?v=qERv8dnggFo
NOKIA N96 Bruce Lee Phone Edition
http://www.youtube.com/watch?v=MtEr2HgHi7A
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Analysis and reasonsAnalysis and reasons
Similar
productionsproductions Not so individual make:Have international version
More individual make:
India; China; JapanOthersOthers
NarrativePartly NarrativeStyleStyle
macro view & integratedPractical & concentration
China: Camera & musicFocusFocus
English & native languageNative languageslanguagelanguage
International popular musicIndia: Clear characteristicsMusicMusic
Modern and fashion worldNational culture symbolsImageImage
Western countriesWestern countriesAsia countriesAsia countries
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Different stages of market development ask for communication at different
levels of communication and cultural adaptation (Marieke de Mooij 2009)
When advertising abroad, the cultural values underpinning the society
must be analyzed carefully. (Neli Payne 2004)
Is there a religion that is practiced by the majority of the people?Is the society collectivist or individualist?Is it family orientated? Is it hierarchical?
Is there a dominant political or economic ideology?All of these will impact an advertising campaign if left unexamined(Neli payne 2004)
Analysis and reasonsAnalysis and reasons
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Culture differences
(gender; values; family relations(gender; values; family relations))
Sexuality as a normal topicSexuality as a normal topicSexuality as a shame topicSexuality as a shame topic
Powerful & coquettish & attractivePowerful & coquettish & attractiveFresh & PigeonFresh & Pigeon--liveredlivered
acceptableacceptableNot easy to accept second cultureNot easy to accept second culture
ModernModernTraditionalTraditional
openopenimpliedimplied
Western countriesEastern countries
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Thank you
KiitosDanke
GraciasGrazieMerci