Language & Advertisement

CULTURAL
in a

CONTEXT
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How Language & Advertisement
Matters in a Certain Culture
Advertising is a pervasive and persuasive
component of society. Designed by firms
wishing to sell goods and services, its
manifestations are present in nearly all
aspects of daily life as a constant reminder
of commerce in society.
Advertising reflects conventions and appeals
that are central to a particular culture or
context.
Each culture has its own distinctive
features, tastes, values, and behaviour
patterns. Consequently, advertising created
in one country typically differs from that in
other countries.
Advertising is one form of communication
within a society and provides a
commercially motivated means of
interpreting material artifacts and the
meanings consumers ascribe to them.
 The language used in advertising reflects the
terms used in relation to products and services
and helps to shed light on how they are used in
day-to-day life as well as their significance in a
social setting.
Language may also have a different significance
and role depending on the advertising medium.

1. In print media the informational content

of the message may be more clearly
evident and play a more significant role
than in TV or radio.
2. In TV and radio the emotional content of
the message may be more apparent
resulting in emphasis on appeals to
feelings and the senses.
Cultural Dimensions
by Geert Hofstede

is like a map that helps us understand how

cultures around the world are different from
each other.

The 6 Dimensions:

1. Power Distance
2. Individualism vs. Collectivism
3. Masculinity vs. Femininity
4. Uncertainty Avoidance
5. Long-term Orientation vs. Short-Term
Orientation
6. Indulgence vs. Restraint
 1. power distance
HIGH POWER LOW POWER
DISTANCE DISTANCE
accept & expect more equality &
unequal distribution questioning of
of power authority
 2. individualism vs.
collectivism
INDIVIDUALISTIC COLLECTIVIST
personal group harmony &
achievement & cooperation
indepenedence
 3. masculinity vs.
femininity
MASCULINITY FEMININITY
competitiveness, cooperation,
achievement, & modesty, & quality
material success of life
 4. uncertainty
avoidance
HIGH LOW
UNCERTAINTY UNCERTAINTY
AVOIDANCE AVOIDANCE
strict rules, strong open to new ideas,
beliefs, & resist experimentation, &
change risk-taking
 5. long-term vs. short-
term orientation
LONG-TERM SHORT-TERM
ORIENTED ORIENTED
future rewards, immediate results,
persistence, & quick fixes, &
tradition present enjoyment
 6. indulgence vs.
restraint
INDULGENT RESTRAINED
freedom & stricter social norms
enjoyment of life & control over
impulses
Low Context
Cultures
vs
High Context
Cultures
“Culture is
communication and
communication is
culture”
-Stuart Hall
 High Context
Cultures
Rely more on non-verbal aspects to
communicate meaning

Prefer implicit, indirect communication

Value relational trust as more important than

specified contents

Individuals rely on shared cultural

knowledge, social hierarchies, and implicit
understandings to interpret communication
accurately
 High Context
Cultures
Higher context culture countries:

China, Korea, Japan, Philippines, other

Asian countries, Saudi Arabia, Pakistan,
Afghanistan, Iran, Mauritania, Oman, and
Yemen, Africa, India, Latin America, the
Pacific islands, France, Greece, Ireland,
Italy, and Russia
Low Context Cultures
Rely on the spoken or written word to
communicate meaning
Prefer explicit formulations and rules, direct,
sometimes frank speech
Usually aim at efficiency, concise use of
words, and elaboration of unclear
meanings
Value being articulate and clear
Misunderstandings are less common, but
there may be less emphasis on building
relationships or preserving harmony through
communication.
Low Context Cultures
Lower-context culture:

United States, Germany, Norway,

Denmark, Switzerland, Sweden, Finland,
Canada, and other European nations
By recognizing low context and high context
culture especially in terms of its communication
styles in the advertisement, individuals can
navigate intercultural interactions with
sensitivity and empathy, fostering mutual
understanding and building stronger
relationships across cultural divides.
The Im p o r t an c e of
C ult ur al
Compe t e n c e in
Adv er t is e m e nt s
 Effective Communication
Understanding cultural nuances allows advertisers to
craft messages that resonate with their target audience
on a deeper level. Language, imagery, and symbols
that are culturally relevant can enhance the effectiveness
of communication, leading to better engagement and
response from consumers.

“Fall Sale” “Autum Sale”

Avoiding Offense
Cultural competence helps advertisers avoid
inadvertently causing offense or misunderstanding
among their target audience. Certain words, phrases,
or imagery may carry different connotations or be
sensitive in different cultures.

Mourning Purity and

or Funeral Innocense
Building Trust and Credibility
Advertisements that demonstrate cultural competence
are more likely to build trust and credibility with
consumers. When consumers see their cultural values
and norms reflected in advertising, they are more likely
to perceive the brand as understanding and respectful
of their needs and preferences.
Market Relevance and Competitiveness
Advertisers who understand and cater to the cultural
nuances of different markets are better positioned to
connect with consumers and gain a competitive edge.
Authenticity
Advertisements that demonstrate cultural competence
are more likely to build trust and credibility with
consumers. When consumers see their cultural values
and norms reflected in advertising, they are more likely
to perceive the brand as understanding and respectful
of their needs and preferences.
 GLOBAL
ADVERTISMENT
in Cultural Context
Paying attention to culture in
advertising is extremely
important
because messages, symbols, rituals and even
colours can have significantly different meanings
and messages across cultures.
At HSBC, we never underestimate the importance of local
knowledge. Which is why we have local banks staffed by
local people in more countries than anyone else.
U.S
I
N
D
I
A
SPAIN
 Global advertisements that embrace cultural
context demonstrate empathy, relevance, and
authenticity, resonating with consumers on a
deeper level and contributing to brand
loyalty and affinity.
6. Local Context
In the Philippines – a brand-conscious
market – advertising plays a significant role
in promoting products due to the country’s
geographical location.

. Galvez (2018) reported that 59% of

Filipino consumers subscribe to a cable
provider, while just 16% subscribe to a
magazine; 45% of online Filipino
consumers watch video commercials once a
day or more.
 Commercial Ad:
Ang Regalo Ni Lolo

https://youtu.be/0N_frE3xt6Y?si=Vqmh-
0icpZ1MEMXP
Ang Regalo Ni Lolo
“Si Jollibee!”
“Thank you, lolo!” and “Best gift ever!”
“Para sa mga bata, walang katulad ang
saya ng Pasko ‘pag kasama si Jollibee.”

No time of year resonates more for the

Filipino family than Christmas. This ad from
Jollibee reminds Filipinos that extravagance
and bigness aren’t necessary to show our
loved ones just how much they matter to us
during this period.
Ang Regalo Ni Lolo
· What makes these effects evoke such
emotions and, hence, they really stick out with
the target market of the products being endorsed
· Usually, commercials like these are known t
air on the ‘Ber’ months, or the months wherein
we countdown to Christmas. Usually, these
commercials are reminiscent of something or
someone very near and dear to us.

· these serve as means to remind us of what

makes us Filipinos.
RC COLA’s “ Mega Himala ”
RC Cola Philippines' spoof of the acclaimed Filipino
movie "Himala" as part of its marketing campaign for
soda beverages is generating buzz on social media.
7.4M views on Youtube
RC COLA’s “ Mega Himala ”
analysis
Cultural Context: The setting of the ad in a
provincial area, featuring a Filipina protagonist
named Elisa. “collectivist” approach
The portrayal of a community coming together and
seeking help from a local resident reinforces the value of
bayanihan, a Filipino cultural trait of unity and
cooperation.
Symbolism of RC Cola: In the commercial, RC Cola is
depicted as a miraculous cure for malaise,
symbolizing its ability to bring joy, refreshment, and
relief.
RC COLA’s “ Mega Himala ”
Religious Imagery: The use of the term "himala"
(miracle) in the ad's title and dialogue adds a
religious undertone, which is significant in a
predominantly Catholic country like the Philippines.

Humor and Sarcasm: The closing statement by Elisa,

where she denies having any miraculous powers and
instead attributes it to RC Cola, adds a touch of
humor and sarcasm. “emotional appeal”
“Wala akong himala. Ang himala ay RC Cola. Masarap, pang-apat,
pero ang suggested retail price ay 24 pesos lang. Kaya pwede ba
bumili na lang kayo. Huwag niyo na akong guluhin. Wala akong
himala!”
 Cross-
cultural ads
Multicultural or diversity
marketing involves developing
advertising campaigns
acknowledging specific
subgroups’ unique cultural
backgrounds and attributes
within a target audience.
Let’s examine!
Mist = Manure
multicultural advertising
Diversity marketing refers to any marketing
strategy that recognizes the differences within the
subgroups of a target market, including: age,
gender, disability, religion, ethnicity, and sexual
identity.
Multicultural marketing, more specifically, refers
to a marketing strategy that recognizes the
differences in culture and ethnicities of a target
market.
Successful inclusive marketing campaigns aim to
break advertising norms by highlighting people
or groups that may be under- or misrepresented.
Accurate representation allows for your target
consumers to feel seen, heard, and understood —
and enables them to trust your brand and
personally identify with your products.
What does a successful
multicultural campaign look like?
“Successful multicultural marketing
campaigns break free from the confines of
conventional advertising by authentically
featuring individuals or communities that
have long been marginalized or
misrepresented in mainstream media. This
requires marketers to understand their
audiences and goes well beyond what I
consider ‘token diversity,’ which is all too
common in many of today’s marketing
initiatives.”
-Damon Henry
Nike- "Someday We Won't Need This Day"

Nike has long excelled in diverse advertising, showcased by the Nike Pro
Hijab for Muslim female athletes, adaptive activewear for people with
disabilities, and plus-size athletic wear. Among various multicultural marketing
campaigns, ‘One day we won’t need this day’ stood out. It supports
International Women’s Day and envisions a future where the day is
unnecessary due to full acceptance and equality. The1-minute video features
diverse women in sports and emphasizes Nike’s inclusive approach.
 Features
Features women from different
demographics (age, religion, race)
Inclusive language
Persuasive language and emotional
appeal
Claim: “One day we won’t need this
day.“
Repetition: “we won’t need“
 Walmart- "Black and Unlimited"

The Walmart “Black & Unlimited” commercial celebrates the diversity of Black
culture and promotes multicultural identities, “for who you are and who you
want to be,” Walmart is there for you as you are Black, rad, fearless. The ad
features a diverse cast of Black individuals from various backgrounds, including
musicians, artists, athletes, and entrepreneurs, who are living their lives to the
fullest. The ad highlights the richness and diversity of Black culture, celebrating
the unique ways Black people are redefining success and unlimited potential.
 Features
Features women of mixed ethnicities,
Afrolatina women
Anecdotal evidence
Simple, colloquial language
Inclusive language
Encouraging tone
 Conclusion/Keypoints
Cross-cultural advertising is defined as advertising that takes
place in more than one culture.
Culture is generally viewed as having three dimensions – values
and beliefs, material artifacts, and communications.
The values and beliefs which are the core of a culture (e.g.,
individualist versus collectivist societies; the material artifacts of
a culture (e.g., gender roles, use of celebrities) are portrayed in
the scenarios depicted in TV, radio, billboards, posters, on the
Internet, and in print advertising. At the same time the
communication and language used in advertising (e.g.,
informational versus emotional appeals) mirrors the way in
which individuals interact and respond to each other. These all
vary from country to country.
Conclusion/Keypoints
It would seem that standardization in advertising is
generally in conflict with differences in cultures around
the world, and that advertising themes (or at least their
executions) must adapt and respond to cultural
differences.
Research consistently finds that advertising across
countries should reflect the fundamental underlying
cultural differences between those countries and their
different expectations from advertising, for ex. the US
expects more information and less entertainment than
the UK.
With this range of differences observed across cultures,
firms attempting cross-country advertising should rely on
local advertising agencies or offices that are
knowledgeable about the local culture.
PAALAM!
Thank you for joining me on this
unforgettable adventure!