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The Influence of Culture On Advertising
The Influence of Culture On Advertising
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ABSTRACT
This paper proposes to investigate the influence of culture on advertising by considering consumers perceptions on foreign advertisements. It will achieve this by subjecting a sample of British respondents to some Kenyan advertisements (which Kenyan respondents will also be exposed to) and Kenyan respondents to British advertisements (which Kenyan respondents will also be exposed to). It will then consider the similarities and differences in their perceptions and responses. Consequently this should give insight as to the factors that influence their perceptions of the advertisements which could be the signs, symbols and artefact used or other factors. A review of the literature suggests that previous studies have not considered consumer perception and have instead content analysed existing advertisements from different countries. Therefore this study seeks to take a customer perspective and contribute to existing knowledge by giving insight into the underlying cultural aspects that influence the customer's perception whether it lies in the interpretation of signs and symbols or other cultural factors. In addition to contributing to existing research this has a practical implication on which aspects of advertising content and creative style are transferable to different countries. However the study has some limitations. Due to time and budget constraints it will be conducted over a short period of time and carried out on a very small scale. The study will only examine one European country (UK) and one African country (Kenya) therefore these countries cannot necessarily be regarded as representative of these two geographic regions.
Academics and advertising practitioners have been debating standardisation versus adaptation of advertising for over 40years (Agrawal, 1995). Despite several empirical studies and literature reviews the debate goes on (Fastoso and Whitelock, 2007). The definition of standardisation and adaptation itself has been quite obscure in the past. There is a question of whether a similar advertisement run in two different countries with only a difference of language translation is, in principle, standardised or adapted (Hollensen, 2001). For purposes of this study, legal requirements such as language translation will not be considered as adaptation. The main proponent of standardisation (Levitt, 1983) believes that the world's desires and needs are becoming more homogenized. He argues that there are no cultural, religious, or political factors that can prevent the massive growth of globalization. In his article Levitt implies that consumers are so preoccupied with modernity that they will buy anything that is presented to them provided the price is right. He advocates that people want what everyone else has regardless of national differences and the only factor that may deter them from getting it is price. Thus his reasoning that standardisation is the ideal as it considerably lowers costs and consequently prices. In addition to decreasing costs, proponents of standardisation argue that it allows for a more consistent image of the brand and avoids customer confusion (Harvey 1993 cites in Usunier 2000). Proponents of adaptation argue that advertisers must take into account such differences as "culture, stage of economic and industrial development, stage of product life cycle, media availability, and legal restrictions" in order to avoid international advertising blunders (Britt 1974; Nielsen 1964 cite in Agrawal 1995). Mooij (2000) strongly opposes the view that converging incomes lead to convergence in consumer needs. She argues that infact the more disposable income that consumers have, the more freedom they have to buy things that are consistent with their specific values which essentially means that as incomes converge, customer needs diverge thus justifying the need for adaptation. However, according to Vrontis and Vronti (2004), it is not feasible or desirable for a firm to adopt either absolute standardisation (due to cultural differences) or adaptation (due to cost considerations) and it is therefore a question of the degree of standardisation or adaptation that should be practiced. An increasing number of researchers (Kotler, 1986; Walters, 1986; Ryans et al, 2003; Siraliova and Anjelis, 2006; Papavassiliou and Stathakopoulos, 1997) support this view. Several empirical studies have been conducted in an attempt to contribute to the standardisation/adaptation debate. Some of these studies have focused on what may be termed as culturally similar countries (Whitelock and Rey, 1998; Seitz and Handojo, 1997) while many have focused on culturally dissimilar countries (Mueller, 1987; Cutler et al, 1992; Zhang and Neelankavil, 1997; Koudelova and Whitelock, 2001; Harris and Attour, 2003). A study by Koudelova and Whitelock (2001) of TV advertisements in UK and Czech Republic found that creative strategy depends more on product category than culture and therefore standardisation among certain product categories is possible. Whereas Lin's (1993) study found that Japanese commercials contain less product information than American ones thus corresponding with Hall's (1978) cross-cultural theory of high and low context cultures. From the two studies it can therefore be inferred that both product category and culture are influential in choice of advertising strategy. Seitz and Handojo (1997) content analysed three categories of beauty products in the UK, Germany and USA. Their findings showed that overall there was higher standardisation between UK and German advertisements
than between UK and US adverts. This is contrary to previous suggestions that market similarity allows for greater standardisation (UK and USA are considered to have higher market similarity). A content analysis of TV advertisements by Whitelock and Rey (1998) found that although France and UK are considered to have high market similarity, there were very few instances of standardisation practiced. Majority of the sampled advertisements were adapted. The general inconsistency in empirical results indicates that the debate is far from over.
cultural values. Moon and Chan (2005) also compared the use of appeals in television advertising in Korea and Hong Kong and found that there was a tendency to use more masculine appeals in Hong Kong (a masculine society) and feminine appeals in Korea which is considered a feminine society. This would suggest that some advertisers are aware of the influence of culture on advertising appeals.
2. RESEARCH PROBLEM
Numerous researchers including (Papavassiliou and Stathakopoulos, 1997; Kotler, 1986; Walters, 1986; Ryans et al, 2003; Siraliova and Anjelis, 2006) have studied the impact of culture on the decision to standardise or adapt advertising in foreign markets. Furthermore several of these studies have involved cross cultural studies (Whitelock and Rey, 1998; Seitz and Handojo, 1997; Mueller, 1992; Cutler et al, 1992; Zhang and Neelankavil, 1997; Koudelova and Whitelock, 2001; Harris and Attour, 2003). However a review of the literature indicates that the empirical studies on this topic have focused on the existing advertising practices mainly using content analysis (an advertiser's perspective) as opposed to taking a customer perspective. Content analysis only serves in analysing the different advertising executions being used in various countries and do not consider the consumers perception of the advertisements. Studies that focus on customer's perception of (international)
advertising are therefore (to the best of my knowledge) under researched. In addition to this, Ryans et al (2003) and Dahl (2004) have both identified that greater insights may be obtained by looking at a customer perspective and have suggested this as a direction for future research. This study therefore seeks to contribute to this research area by conducting in-depth interviews with a sample of British and Kenyan respondents to investigate how customers perceive advertisements intended for a different market and the extent to which their perceptions and attitudes are influenced by cultural aspects.
2. How does the consumer interpret the signs, symbols and artefacts used in the advertisement?
5. RESEARCH METHODOLOGY
The research will be based on a phenomenological philosophy using qualitative data collection methods. It will follow a deductive approach where it will use existing theory about adaptation and standardisation and seeks to confirm or refute the theory through its data collection. The data will be collected through in-depth one to one interviews. In-depth interviews will be used in order to identify patterns in the responses but more importantly to identify "how" people feel about the advertisements, and "why" they feel or think the way they do (Saunders et al, 1997). The interviews will be semi-structured whereby although there are certain goals to be achieved, questions will not be asked or answered in any logical order, they will instead be formulated and asked according to the general flow of the conversation. Semi structured interviews are the most suitable for this study as they allow more flexibility than structured interviews because the respondent is able to discuss a range of issues which are outside the set questions and the interviewer is able to then manipulate those responses to gain deeper insight into other issues that may not have been previously considered (Saunders et al, 1997).
Since the interview will follow the flow of conversation between respondent and interviewer, it is difficult to predict the questions that will be asked. However the main goals of the interviews will be to identify: 1) Perceptions and attitudes towards the advert. 2) How does it make them feel about the brand? 3) Understanding of the advert and what it is promoting. 4) General comments about creative elements used in the advert. With this in mind the questions may be as follows:
How do you feel about it? (prying to find out if for example it is offensive) Why?
The interviewer will aim to keep the question as general as possible in order to receive more information from the respondent.
6. CONCLUSION
This paper proposes that an empirical study be carried out to the influence of culture on consumer perceptions of international advertisements. A review of the literature indicates that a gap exists in considering a consumer perspective therefore this proposal aims to fill that gap. The literature review section firstly discussed the various arguments supporting standardisation and adaptation and identified that an increasing number of researchers and academics believe that standardisation and adaptation stand at two ends of a continuum and that the issue should be the degree to which advertising should be standardised or adapted. Previous empirical studies and their contribution to the research have also been discussed. The literature review also looked at advertising in its generic form is affected by cultural aspects of association between signs and symbols. Finally it looked at what perception is and how it is influenced. The paper also discussed the methodology that should be used.
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