While growing up in

We have always been

aboutcurious

Foreign Cultures.

Exotic.

Interesting.

Just Plain Cool.

“The grass is greener...”

The “Foreign Element” in Asian Advertising

Group Q: Mike Brown, Alexa Butt, Jessica Chau, Jenia Semenova, Mandy Siu

1ComparingCultural Dimensions

• Power Distance Index

• Individualism

• Long term Orientation

Differences are:

Higher power distance.

Lower individualism, more collectivist.

Higher long term orientation.

Global & LocalAdvertising Methods2

The global approach

The local approach

Analysis ofReference Groups3

Reference group?

Advantages ofConsumer Perceptions4

• Status

• Modernity

• Sophistication

• Technology

more beautiful?

more sophisticated?

more acceptable?

Disadvantages ofConsumer Perceptions5

Cannot focus on values like heritage.

Some values can change, Some will always stay the same.

Conclusion & Recommendations6

Thanks for listening!