CM2049 – Global Advertising
Week 1: Introduction
Advertising as marketing
- Market: to place/establish on the market; seeking to increase sales of a product by
means of distribution and promotion strategies
o To promote the public image of a person or org
- Advertising: generating visibility, attention, engagement on some medium/platform
Multinational company: a corporation that has operations and/or offers services in more than
one country or is registered in more than one country
- Why global? Think globally, act locally – things are the same but might be slightly
different per country
o Any company seeks to expand its activities outside its original country because of
insufficient economic chances
o Adapt global concepts to local contexts
Standardized market: advertising agencies should treat the whole world as a single market
- One advertisement everywhere, only the language has to change
- Why? Cost effective and one brand image/advertisement worldwide
Linguistic and …
- Problem in translating can be very problematic i.e. ‘got milk?’ in English = ‘are you
lactating’ in Spanish
- In practice, defining what we mean by ‘culture’ or ‘cultural difference can be
challenging’
Pollay’s Hypothesis: advertising can act as a distorted mirror in a society by presenting
unfavorable traits i.e. covetousness, materialism, etc. since the emphasis is on enhancing values
that encourages the sale of goods
Anerjee’s 4 global advertisement types
- International advertising: advertisements made and disseminated in another country
- Multinational advertising: multinational brands i.e. Nestle, Colgate; the development of
such advertisements is usually centralized in headquarters where strategic planning is
done
- Transnational advertising: the development of the multinational brand is done in a more
participatory and decentralized manner with input from consumers and local experts
- Multidomestic advertising: brand has same project in different countries but has
different development and standardization
o Advertising for such brand varies significantly from one country to another,
based on the marketer’s strategic intention and set of circumstance
,Week 2: Chapter 4 – Dimensions of Culture
- Everything tend to be related to cultural values, and different cultures approach things
differently
- Marketing – understanding differences in consumer behavior, brand strategies, and
communications – help vocalize culture
Classifying cultures
- Can be described to the descriptive characteristics of their institutions or classified into
value categories or dimensions of national culture
- Function of cultural dimensions: they group together a number of phenomena in a
society, based on statistical relationships
o Dimensions that order cultures meaningfully must be empirically verifiable and
more or less independent
Dimensions of national culture
- Most common dimension used for ordering societies: their degrees of economic
evolution or modernity, ordering societies from traditional to modern
- World values in 2 broad categories; they’re totally unrelated and independent
o Traditional vs. Secular-rational
o ‘Quality of life’/postmaterialist attributes ranging from Survival to Well-being
o Patterns of basic problems: common to all societies and have consequences for
the functioning of groups and individuals
o Value orientation/Value categories: (1) perception of human nature (good/evil),
(2) relationship of man to this environment (subjugation-mastery), (3) time
orientation (past-present), (4) orientation toward the environment (being and
doing), (5) orientation toward human relationships (hierarchical-individualistic)
- [Trompenaars] Culture: a way in which a group of people solves problems
- [Fiske] Elementary forms of sociability that occur within and across cultures: communal
sharing, authority ranking, equality matching, and market pricing
- [Hall] Patterns of culture are based on context, space, time, and information flow
o Context is useful for understanding communication behavior and advertising
across cultures
Models applied to cross-cultural marketing and advertising
- [Hofstede] Independent dimensions of national culture: (1) power distance, (2)
individualism/collectivism, (3) masculinity/femininity, (4) uncertainty avoidance, (5)
long-/short-term orientation, and (6) indulgence/restraint
o Resulting from a large database without prior theory (inductive)
- [Schwartz] 7 value types that can be viewed as 3 dimensions
o Embeddedness vs. intellectual and affective autonomy
o Hierarchy vs. egalitarianism
, o Mastery vs. harmony
- GLOBE: a cross-national project for the study of
leadership and societal culture
o Nine cultural dimensions that are
similar to Hofstede’s: (1) uncertainty
avoidance, (2) power distance, (3,4) 2
types of collectivism, (5) gender
egalitarianism, (6) assertiveness, (7)
future orientation, (8) performance
orientation, and (9) human orientation
o Resulting from developed a theory
initially, based on existing ideas
(deductive)
High- and low-context cultures
- High-context communication: most of the information is part of the context or
internalized in the person; very little is made explicit
o Economical, fast, and efficient, task oriented
o Time must be devoted to programming; no programming = communication is
incomplete
o Unknown high-context culture can be completely mystifying unknown symbols
are important
o Also defined as inaccessible to the outsider
o In advertising, symbolism or indirect verbal expression are found
- Low-context communication: the information in a message is carried in the explicit
code of message
o Characterized by explicit verbal messages à effective verbal communication is
expected to be direct and unambiguous
o Low-context culture demonstrate high value and positive attitudes toward words
o Rhetoric as the central importance on the delivery of verbal messages
o In advertising, argumentation and rhetoric are found
o Words, sentences, and pictures have different meanings depending on the
context in which they’re embedded
- [Hofstede] Correlation between collectivism and high context in cultures
o In collectivistic cultures, information flows more easily between members of the
group, and less need for explicit communication than in individualistic cultures
- Most Asian cultures are high context i.e. Japan and China
- Most Western cultures are low context i.e. Germany, Switzerland, USA
Dimensions of time
- Different cultures have different concepts of time
, - Time: a core system of cultural, social, and personal life
o Each culture has its own unique time frame which influences how people deal
with specific aspects of time in daily life
o Rubber time: refer to a laid-back attitude about appointments
o Manana: refer to a Latin American time frame in which ‘the business of today is
put off to tomorrow’
o Anglo time: time is money, and punctuality is highly valued
- [Hall] Time as an expression of culture: an explanation of differences in behavior and
language; different types of time
o Biological time: light-dark/day-night, hot-cold/summer-winter
o Personal time: how time is experienced
o Sync time: each culture has its own beat
- Different concepts of time can explain significant differences in behavior
Closure: a task must be completed, or it’s perceived as ‘wasted’ – something Americans are
driven to achieve
- Turkey, Southern Europe, etc. where unfinished houses are normal, and that extra
rooms will be built only when family needs arise
- American novels/films always have a ‘happy ending’, including solutions to problems
(rare in Japanese novels)
Time orientation toward the past, present, or future
- North Americans tend to be future oriented – the future is a guide to present action,
although the time horizon is short term
- Many Europeans are past oriented – they believe in preserving history and continuing
past traditions
- Japan has a very long-term future time horizon, but they look to the past for inspiration
- Chinese tend to combine both the past and future in 1 holistic view of life, including
reverence for their forefathers and long-term responsibility for future generations, but
they have less respect for cultural history
- Indian world refers to a future and destiny as an aspect of time – Western world see this
as superstition and ignorance
- Most cultures in sub-Saharan Africa are short-term oriented
o Time is a composition of events that have occurred, events that are taking place
now, and events that are immediately to occur
o Future is absent because events which lie in it have not taken place
o Time is not abstract but part of the present that includes manifestations of the
ancestral, the living, and the unborn
o Open-handed generosity is a much admired virtue and the big spender is
admires and derives respect and status from being generous
Week 1: Introduction
Advertising as marketing
- Market: to place/establish on the market; seeking to increase sales of a product by
means of distribution and promotion strategies
o To promote the public image of a person or org
- Advertising: generating visibility, attention, engagement on some medium/platform
Multinational company: a corporation that has operations and/or offers services in more than
one country or is registered in more than one country
- Why global? Think globally, act locally – things are the same but might be slightly
different per country
o Any company seeks to expand its activities outside its original country because of
insufficient economic chances
o Adapt global concepts to local contexts
Standardized market: advertising agencies should treat the whole world as a single market
- One advertisement everywhere, only the language has to change
- Why? Cost effective and one brand image/advertisement worldwide
Linguistic and …
- Problem in translating can be very problematic i.e. ‘got milk?’ in English = ‘are you
lactating’ in Spanish
- In practice, defining what we mean by ‘culture’ or ‘cultural difference can be
challenging’
Pollay’s Hypothesis: advertising can act as a distorted mirror in a society by presenting
unfavorable traits i.e. covetousness, materialism, etc. since the emphasis is on enhancing values
that encourages the sale of goods
Anerjee’s 4 global advertisement types
- International advertising: advertisements made and disseminated in another country
- Multinational advertising: multinational brands i.e. Nestle, Colgate; the development of
such advertisements is usually centralized in headquarters where strategic planning is
done
- Transnational advertising: the development of the multinational brand is done in a more
participatory and decentralized manner with input from consumers and local experts
- Multidomestic advertising: brand has same project in different countries but has
different development and standardization
o Advertising for such brand varies significantly from one country to another,
based on the marketer’s strategic intention and set of circumstance
,Week 2: Chapter 4 – Dimensions of Culture
- Everything tend to be related to cultural values, and different cultures approach things
differently
- Marketing – understanding differences in consumer behavior, brand strategies, and
communications – help vocalize culture
Classifying cultures
- Can be described to the descriptive characteristics of their institutions or classified into
value categories or dimensions of national culture
- Function of cultural dimensions: they group together a number of phenomena in a
society, based on statistical relationships
o Dimensions that order cultures meaningfully must be empirically verifiable and
more or less independent
Dimensions of national culture
- Most common dimension used for ordering societies: their degrees of economic
evolution or modernity, ordering societies from traditional to modern
- World values in 2 broad categories; they’re totally unrelated and independent
o Traditional vs. Secular-rational
o ‘Quality of life’/postmaterialist attributes ranging from Survival to Well-being
o Patterns of basic problems: common to all societies and have consequences for
the functioning of groups and individuals
o Value orientation/Value categories: (1) perception of human nature (good/evil),
(2) relationship of man to this environment (subjugation-mastery), (3) time
orientation (past-present), (4) orientation toward the environment (being and
doing), (5) orientation toward human relationships (hierarchical-individualistic)
- [Trompenaars] Culture: a way in which a group of people solves problems
- [Fiske] Elementary forms of sociability that occur within and across cultures: communal
sharing, authority ranking, equality matching, and market pricing
- [Hall] Patterns of culture are based on context, space, time, and information flow
o Context is useful for understanding communication behavior and advertising
across cultures
Models applied to cross-cultural marketing and advertising
- [Hofstede] Independent dimensions of national culture: (1) power distance, (2)
individualism/collectivism, (3) masculinity/femininity, (4) uncertainty avoidance, (5)
long-/short-term orientation, and (6) indulgence/restraint
o Resulting from a large database without prior theory (inductive)
- [Schwartz] 7 value types that can be viewed as 3 dimensions
o Embeddedness vs. intellectual and affective autonomy
o Hierarchy vs. egalitarianism
, o Mastery vs. harmony
- GLOBE: a cross-national project for the study of
leadership and societal culture
o Nine cultural dimensions that are
similar to Hofstede’s: (1) uncertainty
avoidance, (2) power distance, (3,4) 2
types of collectivism, (5) gender
egalitarianism, (6) assertiveness, (7)
future orientation, (8) performance
orientation, and (9) human orientation
o Resulting from developed a theory
initially, based on existing ideas
(deductive)
High- and low-context cultures
- High-context communication: most of the information is part of the context or
internalized in the person; very little is made explicit
o Economical, fast, and efficient, task oriented
o Time must be devoted to programming; no programming = communication is
incomplete
o Unknown high-context culture can be completely mystifying unknown symbols
are important
o Also defined as inaccessible to the outsider
o In advertising, symbolism or indirect verbal expression are found
- Low-context communication: the information in a message is carried in the explicit
code of message
o Characterized by explicit verbal messages à effective verbal communication is
expected to be direct and unambiguous
o Low-context culture demonstrate high value and positive attitudes toward words
o Rhetoric as the central importance on the delivery of verbal messages
o In advertising, argumentation and rhetoric are found
o Words, sentences, and pictures have different meanings depending on the
context in which they’re embedded
- [Hofstede] Correlation between collectivism and high context in cultures
o In collectivistic cultures, information flows more easily between members of the
group, and less need for explicit communication than in individualistic cultures
- Most Asian cultures are high context i.e. Japan and China
- Most Western cultures are low context i.e. Germany, Switzerland, USA
Dimensions of time
- Different cultures have different concepts of time
, - Time: a core system of cultural, social, and personal life
o Each culture has its own unique time frame which influences how people deal
with specific aspects of time in daily life
o Rubber time: refer to a laid-back attitude about appointments
o Manana: refer to a Latin American time frame in which ‘the business of today is
put off to tomorrow’
o Anglo time: time is money, and punctuality is highly valued
- [Hall] Time as an expression of culture: an explanation of differences in behavior and
language; different types of time
o Biological time: light-dark/day-night, hot-cold/summer-winter
o Personal time: how time is experienced
o Sync time: each culture has its own beat
- Different concepts of time can explain significant differences in behavior
Closure: a task must be completed, or it’s perceived as ‘wasted’ – something Americans are
driven to achieve
- Turkey, Southern Europe, etc. where unfinished houses are normal, and that extra
rooms will be built only when family needs arise
- American novels/films always have a ‘happy ending’, including solutions to problems
(rare in Japanese novels)
Time orientation toward the past, present, or future
- North Americans tend to be future oriented – the future is a guide to present action,
although the time horizon is short term
- Many Europeans are past oriented – they believe in preserving history and continuing
past traditions
- Japan has a very long-term future time horizon, but they look to the past for inspiration
- Chinese tend to combine both the past and future in 1 holistic view of life, including
reverence for their forefathers and long-term responsibility for future generations, but
they have less respect for cultural history
- Indian world refers to a future and destiny as an aspect of time – Western world see this
as superstition and ignorance
- Most cultures in sub-Saharan Africa are short-term oriented
o Time is a composition of events that have occurred, events that are taking place
now, and events that are immediately to occur
o Future is absent because events which lie in it have not taken place
o Time is not abstract but part of the present that includes manifestations of the
ancestral, the living, and the unborn
o Open-handed generosity is a much admired virtue and the big spender is
admires and derives respect and status from being generous
