Global Advertising and PR

Meeting 13

Public Relations

• PR is Western, but how did Germany use it?• PR in developing nations is located between

material and nonmaterial aspects of culture. How does this differ from Western PR?

Democratic propositions:1. Cultures with lower levels of power distance w/

hi levels of worker trust will develop good PR2. Orgs in cultures w/o above when personalities

foster participative org culture

Advertising Technology

• London -film ads on subway walls

• Scents to enhance brand image

• Internet ads/ Google

• Shows with product stars

Advertising Executional Styles

1. Announcement - facts, message,or corporate presentation; no people; voice-over, music; GE, Mobil; Spain So Africa

2. Pure display - product as appearance; fashion, jewelry, perfume;

3. Association Transfer - lifestyle, metaphor, celebrity; France, Italy

Ad Styles

4. Lesson - facts and arguments; no interaction or dialog; US, Western Eur

• Presenter; Germany

• Endorsement / testimonial; Japan

• Demonstration

• Comparison; US

• “How to”

Ad Styles

5. Drama• Slice of life; Sweden, Italy• Problem solution• Vignettes• Theater; France, Belgium

6. Entertainment; Sweden, Japan• Humor• Play with product as actor

Ad Styles

7. Imagination - fictional; Spain, UK

8. Special effects -cartoon, animation, visual; UK, South Africa, Spain

Social Values for Ad Use

• Self-fulfillment: Japan + Germany -

• Belonging: Norway + France -

• Security: Germany + Russia -

• Fun: France + Norway -

• Self-respect: Denmark + Japan -

• Sense of Accomplishment: US + Germany -

Postmodernism• Will organizations pull us into an era of

conformity and authoritarianism?• Will individualism bring a cultural

eruption?• Will fragmentation of self and society

prevail?• Are 1st, 2nd, 3rd World categories valid?

Societal Differences

Traditional• Consensual; media for

information• Hierarchial;

communication between social unequals

Modern• Pluralistic• Shared constructions

of reality• Egalitarian