Culture and MicroculturesEthnic Advertising

What is Culture?

A society’s distinctive and learned mode of living, interacting, and responding to environmental stimuli

This mode is transmitted and shared between its members

The sum total of learned beliefs, values and customs that serve to direct the consumer behavior of members of a particular society

How Is Culture Learned? Culture is learned through socialization in

three ways:

1. Formal learning: adults and siblings teaching children “how to behave”

2. Informal learning: children imitating the behavior of selected others, such as family, friends, TV characters, etc.

3. Technical learning: teachers instructing children in an educational environment

Enculturation and Acculturation Enculturation: learning the norms, values

and behaviors of one’s own culture

Acculturation: learning the norms, values and behaviors of a new or foreign culture

Ethnocentrism

“The tendency to make cross-cultural evaluations based on one’s own beliefs and values”

What is the American Culture?1. We are a diverse country with a variety of

subcultures, each of which may have its own beliefs and values

2. America is a dynamic society that has undergone almost constant change in response to new technology

3. Many American values appear to be contradictory

1. Achievement and Success

Has historical roots in the traditional religious belief in the Protestant work ethic

Although historically associated with men, it is today important for women as well

Influences consumption by serving as a justification for acquisition of goods and services

2. Activity

Americans attach an extraordinary amount of importance to being active or involved; keeping busy is accepted as a healthy and even necessary part of our lifestyle

3. Efficiency and Practicality

We admire anything that saves time and effort

We are receptive to any new product that makes tasks easier and solves problems

A related core value is the importance of time

4. Progress

Americans respond favorably to the concept of progress

In a consumption-oriented society, this often means the acceptance of new products designed to fulfill unsatisfied needs

We respond favorably to promises that products are new, longer-lasting, speedier, quicker, increased strength, etc.

5. Material comfort

For most Americans, material comfort signifies the attainment of the good life

Material comfort is a relative view i.e., consumers tend to define their own

satisfaction with the amount of material goods they own in terms of a comparison to what others have

6. Individualism

We place a strong value on self-reliance, self-confidence, self-esteem and self-fulfillment

We don’t like to rely on others Products, such as clothing or automobiles,

that promise to set us apart from others are appealing

7. Humanitarianism

Americans are generous when it comes to those in need

We contribute time and money to charitable causes

We invest in “socially responsible” companies and mutual funds

Cause Marketing

8. Youthfulness

We place an almost sacred value on youthfulness (as opposed to youth)

We are preoccupied with looking and acting young

Microculture/Subculture

“A distinct cultural group that exists as an identifiable segment within a larger, more complex society”

Thus the cultural profile of a society or nation is a composite of: The central or core cultural themes that are

shared by most of the population; and The unique beliefs, values and customs of

members of specific subcultures

Major subcultural categories

1. Nationality (birthplace of ancestors)

2. Religion

3. Geographic region

4. Race

5. Age

6. Gender

7. Occupation

8. Social class

Religious Subcultures

Certain products are symbolically and ritualistically associated with the celebration of religious holidays

Dietary laws have significant meaning in certain religious subcultures

Other less predictable behaviors (e.g., travel) seem to vary depending on religion

Jews more likely than general population to have: Traveled outside the US—more than 3:1 Taken a cruise—5:1 Belong to frequent flyer program—more than 7:1

Major microcultures in the U.S.1. African Americans

2. Hispanic Americans

3. Asian Americans

4. Native Americans

African American Consumers

34.5 million people 13% of U.S. population Younger than the white population Purchasing power of $469 billion

Efforts to market to blacks is relatively recent Began in 1960’s Began in earnest in 1980’s By 1992 half of Fortune 1000 companies had

ethnic-marketing campaigns $1 billion in advertising is spent targeting the

market Often treated as a monolithic group, but there

are significant differences based on age, economic status and region

Consumer behavior characteristics Tend to prefer popular or leading brands Are brand loyal Unlikely to purchase generic or private-label

products Are more likely to pay more to get “the best”

Reaching the Audience “Black people are not dark-skinned white

people—there are cultural values which cause us to be subtly different from the majority population”

Marketers have followed one of two distinct marketing strategies:

1. All advertising in general mass media in the belief that African Americans have the same media habits as whites

2. Running advertising in selected media directed exclusively to African Americans

Products of broad appeal (e.g., aspirin) mass media may effectively reach all relevant consumers

For other products (e.g., personal grooming products) mass media may not communicate effectively with the African American market

The majority of African Americans believe that most advertising is designed for white people

Many marketers supplement their general advertising with ads specifically directed to African Americans

Major advertisers have increasingly used the services of African American advertising agencies

Hispanic American Consumers 29 million Almost 11% of the population Growing 6.5 times faster than the general market By 2005 will be the largest minority in the US Buying power of $500 billion in 2001 Median age is about 10 years younger than whites Larger, extended families (more children) Are not a monolithic group—separate subcultural

markets based on countries of origin Heavily concentrated in a few states

Consumer behavior characteristics Prefer name brands Brand loyal Shop at smaller stores Eat at home more often Less likely to be impulse purchasers Prefer fresh to frozen or prepared items Tend to be more fashion conscious However, do appear to be acculturating

Less than half speak fluent English 83% speak Spanish in their homes (where they

receive their advertising messages) Make purchases from firms that

Are sensitive to the language involved in the community

Many businesses adopted major Spanish-language campaigns

Others sponsored major promotional campaigns around Latino holidays

Reaching the audience

Spanish language television is very popular, even for Hispanics whose first language is English

Some marketers have created messages targeted directly to Hispanics

Some have even created specifically for this market products (e.g., hair products) services (e.g., phone services) food (e.g., plantain chips)

Asian American consumers

10 million Represent 17 nations of origin Fastest-growing minority (gain of roughly 50% last

decade) Predominantly urban Family oriented Strongly driven to achieve middle class lifestyle Median income exceeds that of white households

Consumer behavior characteristics Value quality and are willing to pay for it Tend to be brand loyal More likely to consider shopping as a leisure

activity than the general population Are more likely to own consumer electronics Tend to travel to and call their country of

origin

Reaching the audience

Use of Asian American models in advertising is effective

Many don’t speak English well There are no major Asian cable TV networks

Native American consumers

Least affluent of all ethnic groups Median income is $10,000 lower than average Unemployment rate is 35%

Marketers do not target them due to Geographic isolation small numbers

One exception is alcohol advertising

1. Images of Minorities in Advertising Prior to the civil rights movement, few images

of blacks in advertising Exception: “Aunt Jemima” caricature

Subservient, dark, heavy, asexual, inarticulate Stereotyped black women as belonging only in

the kitchen Complaints about use of the stereotype heard

as late as mid-80’s

As late as 1990, only 3% of people featured in national advertising were black

GQ, Vogue and Esquire featured the fewest black models

Sports Illustrated featured the most black models Blacks appearing in ads tended to be athletes,

entertainers, laborers or children Less than 20% of ads with blacks used women in

the ads Ethnic minority models are often selected based on

how they conform to standards of white beauty

Blacks were used in 17% of 904 commercials studied

But only 31% of ads with blacks put them in major roles

Blacks and Latinos tend to appear in groups in ads (6.9 persons on average)

Most likely to cast in ads for Beer or malt liquor Cigarettes Hair care products

Latinos even more under-represented than blacks Virtually unused in ads prior to 1980 In late 1980’s

5.8% of television commercials Speaking roles in 1.5% of network television ads

Tend to appear in background roles as part of a group

Generally not seen in mainstream roles One exception appears to be the stereotyped Latina

sex object

2. “Children, Race and Advertising” Children who watch positive multiracial

interactions on shows such as Sesame Street show more positive attitudes towards people of color and other cultures

Kids who watch shows that routinely stereotype people of color have less favorable attitudes towards those who may be different

Advertising has the same ability as television programming to impact children’s perceptions

Often cast white kids as leaders and go-getters

Minority children play passive or ignorant roles

White kids outnumber children of color Minorities generally appear in group shots

Some of the worst stereotypes were disappearing: “Lively Latins” Mexican bandits Pigtailed Chinese Subservient blacks

Some remain: Asians are computer geeks African American boys play ball African American girls dance All African American kids rap

“What images are created when toys that encourage creativity, learning and thinking are associated with white children, while rap and sports are regularly associated with ethnic minorities?”

3. “No Urban/Spanish” Dictates and “Minority Discounts” 1999 FCC asked to investigate practices in

advertising industry that created barriers to competition in broadcasting

Studied data from 3,745 radio stations Confirmed existence of these practices:

“No Urban/Spanish dictates” Practice of not advertising on radio stations that

target programming to ethnic/racial minorities “Minority discounts”

Paying minority-formatted radio stations less than what is paid to general market stations with comparable audience size

Study further found that in some cases the media buying process is guided by Ethnic/racial stereotyping Underestimations of disposable income Desire to control product image

Study concluded that the practice Adversely affects minority-owned radio

stations Defeats the interest of all Americans in

having a broad and diverse range of informational and entertainment programming

Should be outlawed