Cross-culture advertising

Xu Jun Hua Yuchen An Jiaxuan

Advertising Culture
Not only an economic activity also a cultural exchange Spreads through commodity whereas culture makes value-added goods Core content of advertising culture

Advertising cultural factors are mainly showed in three aspects

Different cultural values express a profound spirit of humanism

Different psychological structures

Different geographical environment and human environment

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

Pepsi around the world

http://www.youtube.com/watch?v=MahL0Q1dPX8&NR=1 http://www.youtube.com/watch?v=PUubLpMKtGk

Pepsi comsumer position-setting

target on young teenagers set "young, vigor, fashion" image music and sports slogans

Superstars
Michael Jackson represts "New Generation" http://www.youtube.co m/watch?v=po0jY4Wv CIc

Chinese singer stars in the video

"Ask for more"

Though we cannot change the world, we can get brlliant life as well. We believe: we are pioneers of leading trend, we are blod and brave enough to adventure. We have specific personalities and we pursuing independent and self-governed life.

Happy everything

Nokia advertisements in different cultures

Nokia mobile phone in world market TV advertisement in different cultures (comparison of China and other countries) Reasons and analysis (styles; language; focuses)

Nokia in world market

others, 21.70%

Nokia , 30.40%

Song Ericesson, 6.20%

Nokia
LG, 6.50% Siemens, 7.20% Motorola, 15.30% Samsung, 12.70%

Motorola Samsung Siemens LG Song Ericesson others

In 2004

Nokia in Chinas market

02.2009. Most popular mobilephone in China's market

others 19% lenovo 3% Motorola 5% SonyEricsson7% Samsung 12%

Nokia 54%

Noki a M ot or ol a

Sam sung l enovo

SonyEr i csson ot her s

TV Advertisements in different countries

NOKIA 3110 CLASSI
http://www.youtube.com/watch?v=pMquRRnuZuA

NOKIA 7610 in China AD

http://www.youtube.com/watch?v=_svg5qiqYzw

NOKIA 7610s: normal international AD http://www.youtube.com/watch?v=qERv8dnggFo

NOKIA N96 Bruce Lee Phone Edition http://www.youtube.com/watch?v=MtEr2HgHi7A

Analysis and reasons

Asia countries Image Music language Focus Style productions Others
National culture symbols India: Clear characteristics Native languages Practical & concentration China: Camera & music Partly Narrative

Western countries
Modern and fashion world International popular music English & native language macro view & integrated Narrative Similar

More individual make: India; China; Japan

Not so individual make: Have international version

Analysis and reasons

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)

Culture differences
Eastern countries
implied Traditional Not easy to accept second culture Fresh & Pigeon-livered Sexuality as a shame topic

Western countries
open Modern acceptable Powerful & coquettish & attractive Sexuality as a normal topic

(gender; values; family relations)

Thank you Kiitos Danke Gracias Grazie Merci