CULTURE & Advertising

Sub Culture
 Advertising: An International Perspective

CULTURE
Culture is a set of attitudes, beliefs, behavioral norms and basic assumptions
and values that are shared by a group of people

CHARACTERISTICS OF CULTURE
• ACCEPTABLE BEHAVIOR: Culture is prescriptive; it prescribes kinds of behavior considered
acceptable in the society
• SHARED: Culture is socially shared; it cannot exist on itself and must be shared by members of
society
• COMMUNICATION: Culture facilitates communication; culture imposes common habits of thought
and feeling among people
 Coke Ad in Middle East
Advertising: An International Perspective

GLOBALIZED CAMPAIGNS
Vs
LOCALIZED CAMPAIGNS

Global communications

Global youth

Universal demographic and lifestyle trends

 CULTURAL VALUES

I. Social Orientation
• I am very particular about what I wear and whether it matches my personality
• I like to think that what I own is unique to me in some ways
• I try to develop an image based on the things I own
• I think my lifestyle is an actual reflection of my personality
• My friend circle and I have similar views towards life

II. Individualism
• I prefer taking most of my decisions myself
• I generally buy or consume things which reflect my uniqueness
• I like to be different from the crowd at times
• I am not affected much by what other people do
• It is important to me that people respect my individuality
 CULTURAL VALUES

III. Technology
• I like to have products which are at the cutting edge of the technology
• I feel that with technology life is becoming easier
• I believe that technology advancement results in better products
• I feel that everyone likes to have modern and technological products
• I feel that technology saves time and money
IV. Health
• I believe that health is the most valuable of all things in life
• I always buy products which are going to be good for me and my family’s health
• I believe that one should not work at the cost of health
• I believe that one can work more efficiently if one is healthy
• I believe that health is important for success in life

OTHER VALUES: Respect for elderly, Adventure, Family bonding, Economy, Collectivism, Work, Ornamental, Tradition,
Wealth, Sexual openness, Nature, Wisdom, Youthfulness, Uniqueness, Safety, Quality, Enjoyment, Modernism, Convenience,
Competition, Status.
 CORE CULTURAL VALUES
Individualism

West
WEST Collectivism

Modernism
EAST

Traditionalism