Got a tricky question? Receive an answer from students like you! Try us!

The impact of culture difference on advertising - Research Proposal Example

Author : fmcdermott
Download 1


This essay describes how cultural divisions affects ad and how it can become the communicational barrier; also it describes the existence and usage of stereotypes in an advertisement. Advertising is a fundamental tool to organizations and theories suggest its dependence on cultural differences…

Extract of sample
The impact of culture difference on advertising

This "The impact of culture difference on advertising" essay outlines the issue of cultural stereotypes and cultural division that can sometimes become the reason of failed advertisement campaign. Existing literature suggest existence of stereotypes to cultural differences among consumers. These stereotypes begin with preliminary analysis of advertisement before the audience’s response to content of advertisements. Creativity in advertisements, which is instrumental to effectiveness, is one of the major victims of culture based stereotypes and the audience’s perception of creativity vary with cultural orientation. This may then extend to relative effectiveness of advertisement based on cultural orientations and identifies the need for exploration of other effects of cultural differences on advertising (An, 2013). The effect of culture on advertisement has been noted in television advertising in cross some regions. A study of university students in Warwick, Beijing, and Hong Kong showed this. The students reported a significant difference in perception on television advertisement and the observation suggest that this difference could be observed across people from other regions and across different modes of advertisement. In addition to cross cultural difference in attitude towards advertisement, differences exist between attitudes towards television advertisement and other television program and this means that reliance on television viewership as an indicator of advertisement may not be true (Guo, Cheung and Leung, 2012). ...
Download paper

Related Essays

The advertising of condoms
Condom and pills are equally popular as methods of contraception as per data collected by the Office for National Statistics (Daily Mail, 2009). This was the outcome of a £5.2 million campaign by the Department of Health conducted with the view of getting more women to carry condoms. Even in developing countries like Thailand condoms are 90% effective in preventing HIV transmission (Hearst & Chen, 2004). However, in countries such as Botswana and Cameroon the sale of condom rose but so did the incidences of HJIV transmission, thereby suggesting that condom use does not reduce HIV and AIDS…
22 pages (5522 words)
The Impact of Advertising on Consumer Behavior
278). This has resulted to high level of advertising as companies are trying to segment and position their products in the minds of the target customers. Currently, there are new methods of advertising such as use of audio media e.g. radio, print media e.g. magazines and newspaper, internet etc (Schultz et al., 1992, p. 15). Social media such as Facebook and YouTube are the most recent advertising channel. Nevertheless, advertising requires a high level of competence in order for the advert to have an impact on consumer behavior (Murray, 1973, p. 156). In order to impact on the consumption…
10 pages (2510 words)
Advertising is a Marketing Tool
Advertising campaigns are prepared with a specific intention in mind. They target specific products or the overall product attributes of an enterprise. Wendy’s has prepared advertising campaigns to highlight the fast service of its carry out window order service with the added message that is open after midnight. The use of publicity is much different than advertising. The purpose of creating publicity is to raise awareness about the company as a whole. An unwritten rule about publicity is that any publicity either positive or negative is good for the company because it gets the name of the…
4 pages (1004 words)
Impact of Culture and Other Macro Factors on the Marketing of Products as Well as Insight into Market Attractiveness and Entry
International marketing can be defined as application of marketing principles outside the domestic market which include similar functions like conception, promotion and distribution of products and services in order to satisfy market demands as well as organisational objectives (Papavassiliou and Stathakopoulos 1997). Generally, international marketing is confused with terms like global marketing and export but these terms are different. (Appendix 6) Market Segment Analysis Market segment analysis provides a comprehensive analysis of the children’s market. Segmentation of the market is the…
8 pages (2008 words)
An Analysis of the Current Developments in International Advertising Regulations
In their efforts to be competitive, international firms have emulated various strategies. Some of the notable marketing aspects include e-marketing, social media marketing, product diversification, repositioning of brands among others. In order to enhance product awareness and customer’s loyalty, global companies such as Coca-Cola, Toyota, General motors, Honda, Apple Incorporation, Pepsi among others have taken wide range of advertisements through satellite television, newspapers, internet and other avenues. This paper gives the analysis of the current developments in international…
12 pages (3012 words)
Effective Advertising
Because of various advert, businesses are able to interact with their customers, expand their influence in the populace, built their brand, and at the same time maintaining a healthy relationship with their customers (Walia, 2013). On the other hand, the way of advertising keeps on changing as the technology continues to advance. This is because changes in technology have prompted changes in customer’s preferences (Rajagopal, 2000). In fact, if the advert fails to adapt to taste changes, it fails to deliver the necessary results in relation to investment. On the other hand, the medium of…
Advertising Management and Brand Delivery
Before criticizing statement, one has to understand the perspectives and viewpoint David Ogilvy (who has built one of the largest advertising agencies in the world) in order to address key assignment questions in precise manner (Rieck, 2013). David Ogilvy viewed advertising as the source of promoting products and helping the company to sell items which can help the firm to generate revenue. Consideration of the confession of David Ogilvy in the book named as “Confessions of an Advertising Man” reveals the fact that the advertising legend was not even ready to perceive advertising as…
10 pages (2510 words)