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Chapter 9
Culture and Advertising Appeals
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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
•
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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
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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
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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
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Examples of APPEALS BY DIMENSION
• In large power distance cultures, the elder advises the younger
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Examples of APPEALS BY DIMENSION
• In small power distance cultures, the younger advises the elder
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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
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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
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INDIVIDUALISM AND COLLECTIVISM
• 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
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INDIVIDUALISM AND COLLECTIVISM
• 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
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INDIVIDUALISM AND COLLECTIVISM
• 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”
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INDIVIDUALISM AND COLLECTIVISM
• 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
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INDIVIDUALISM AND COLLECTIVISM
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
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INDIVIDUALISM AND COLLECTIVISM
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
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I get, I choose
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Spain: better in a group
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The typical thing to share, but keeping it for oneself.Magnum after dinner
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Appeals Masculinity-Femininity
• Masculine
Hype: Be the best, the greatest
Show off
The big Mac, King of clubs
Role differentiation
Women can be tough
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Appeals Masculinity-Femininity
• Feminine
Caring, softness, small
Understatement
Don’t show off
Overlapping roles
Men can be tender
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Appeals Masculinity-Femininity
• 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
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Appeals Masculinity-Femininity
• 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
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Appeals Masculinity-Femininity
• 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”
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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
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Appeals Uncertainty Avoidance High
• 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
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Appeals Uncertainty Avoidance High
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
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Appeals Uncertainty Avoidance High
• Testing and test reports are favored in strong uncertainty avoidance cultures
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Appeals Uncertainty Avoidance High
• 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
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Appeals Uncertainty Avoidance High
• 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
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Appeals Uncertainty Avoidance High
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
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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]
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Appeals Long/Short-term Orientation
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
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Appeals Long/Short-term Orientation
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
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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
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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
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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