Perfume Advertising Adaptation - Essay Example

Perfume Advertising Adaptation Article In this study by Solomon, Ashmore and Longo, the authors have described the process of how attractive models and celebrities are used abundantly in the advertisements. However, the author argues that it is not compulsory for an advertisement to be a success if it contained the model that only has ‘good looks’. The essential of a successful advertisement is when the image of a celebrity matches up with product’s precise image, it is only then the message will be effective.

The person who perceives an advertisement often sees a multiple type of good looks in a model that is the reason why certain specialty models pairs with the specific products which matches up with their personality. Beauty has taken many forms, the perceivers describe it as cute, elegant, sexy etc, and they try to relate it with the person’s lifestyles and personalities. If the product’s image is associated with the model’s beauty type then the message would be consistent in the perceivers mind and it shall enhance the acceptance of the advertisement.

The article also describes that the editor while considering a model for its product studies nineteen different properties of beauty and its significant impact on the mind of the perceivers. Successful models despite blessed with beauty, they try to be more different with respect to the quality personified. It is the critical process for the advertisers in shaping the product is positioning strategy and communicating effectively. Article #2In 2009, a study by Dr. Khanfar explored the impact of culture on TV advertising behavior in GCC countries.

In this published report, the author suggested that globalization and internationalization has a direct influence on the marketing activities of organizations. Marketing activities have become highly complex and companies are increaingly involved in gaining knowledge and understanding ways how cultures restrict ways in which they can advertise their businesses, products, and services. The dynamics of the market place demand companies to understand the impact of continuously evolving culture within one country or a group of countries.

Over the years, GCC countries have experienced greater economic activity and individuals from broader cultural backgrounds have settled in these countries. In GCC countries, adveritising through TV is considered an important medium for marketing communication dvertising. Drawing from a detailed literature review on strategic choices the study conducted a research based on the positivistic paradigm and deductive approach and collected data via primary survey research comprising of 150 questionnaires sent out to 16 multinational companies and secondary research (Khanfar).

The findings of the study revealed that majority of the respondents agree that cultures have direct influence on the companies’ advertisement approach. However, they do not agree that for any country completed adaptation or standardization is possible and companies often make slight modifications for placing their advertisements in GCC countries and largely they adopt Arabic language is for TV advertisements. Therefore, this study concludes that for companies operating in GCC countries need to be aware of the local cultural values and beliefs and consider them when making decisions regarding placement of TV advertisements. S. NoTesting MethodFindings and ResultsArticle 1Survey methodMultiple linear correlation77.

8% strongly agreed that culture is important in determining the advertising approach.Article 2Survey Questionnaire methodDescriptive Analysis of Data8 physical attractiveness properties were significant only one-dimension. 4 properties varied from one to two-dimensional but none of the properties showed large increase in dimensions.Works CitedKhanfar, M. "The influence of culture in TV advertising behavior: An exploratory study in GCC countries." The Business Review 13.1 (2009): 177-183.Solomon, Michael R.

, Richard D. Ashmore and Laura C. Longo. "The beauty match-up hypothesis: Congruence between types of beauty and product images in advertising." Journal of Advertising 21.4 (1992): 23-34.