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Cross-culture advertising

Xu JunHua Yuchen

An Jiaxuan

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Advertising Culture

Not only an economic activity also acultural exchange

Spreads through commodity whereasculture makes value-added goods

Core content of advertising culture

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Advertising cultural factors aremainly showed in three aspects

Different cultural values express aprofound spirit of humanism

Different psychological structures

Different geographical environmentand human environment

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Example:http://www.tudou.com/playlist/playindex.do?lid=1816631&iid=10366811&cid=12

http://www.tudou.com/playlist/playindex.do?lid=1816631&iid=6873444&cid=12

http://www.tudou.com/playlist/playindex.do?lid=1816631&iid=3545056&cid=12

http://www.youtube.com/watch?v=_hnOCUkbix0

http://www.youtube.com/watch?v=q96n_nnDhxU

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Pepsi around the world

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http://www.youtube.com/watch?v=MahL0Q1dPX8&NR=1http://www.youtube.com/watch?v=PUubLpMKtGk

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Pepsi comsumer position-setting

target on young teenagerstarget on young teenagers

set "young, vigor, fashion" imageset "young, vigor, fashion" image

music and sportsmusic and sports

slogansslogans

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Superstars Michael Jackson

represts "NewGeneration"

http://www.youtube.co

m/watch?v=po0jY4WvCIc

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Chinese singer stars in the video

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"Ask for more" Though we cannot

change the world, we canget brlliant life as well.

We believe: we arepioneers of leading trend,

we are blod and braveenough to adventure.

We have specific

personalities and wepursuing independentand self-governed life.

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Happy everything

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Nokia advertisements in different culturesNokia advertisements in different cultures

TV advertisement in different culturesTV advertisement in different cultures

(comparison of China and other countries)(comparison of China and other countries)

Nokia mobile phone in world marketNokia mobile phone in world market

Reasons and analysis(styles; language; focuses)

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Nokia in world marketNokia in world market

Nokia , 30.40%

Motorola, 15.30%Samsung, 12.70%

Siemens, 7.20%

LG, 6.50%

Song Ericesson, 6.20%

others, 21.70%

Nokia

Motorola

Samsung

Siemens

LGSong Ericesson

others

In 2004In 2004

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02.2009. Most popular mobilephone in China's market

others 19%lenovo 3%

Motorola 5%

SonyEricsson7%

Samsung 12%

Nokia 54%

Nokia in ChinaNokia in Chinas markets market

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TV Advertisements in different countries

NOKIA 7610 in China ADhttp://www.youtube.com/watch?v=_svg5qiqYzw

NOKIA 3110 CLASSIhttp://www.youtube.com/watch?v=pMquRRnuZuA

NOKIA 7610s: normal international ADhttp://www.youtube.com/watch?v=qERv8dnggFo

NOKIA N96 Bruce Lee Phone Edition

http://www.youtube.com/watch?v=MtEr2HgHi7A

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Analysis and reasonsAnalysis and reasons

Similar

productionsproductions Not so individual make:Have international version

More individual make:

India; China; JapanOthersOthers

NarrativePartly NarrativeStyleStyle

macro view & integratedPractical & concentration

China: Camera & musicFocusFocus

English & native languageNative languageslanguagelanguage

International popular musicIndia: Clear characteristicsMusicMusic

Modern and fashion worldNational culture symbolsImageImage

Western countriesWestern countriesAsia countriesAsia countries

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Different stages of market development ask for communication at different

levels of communication and cultural adaptation (Marieke de Mooij 2009)

When advertising abroad, the cultural values underpinning the society

must be analyzed carefully. (Neli Payne 2004)

Is there a religion that is practiced by the majority of the people?Is the society collectivist or individualist?Is it family orientated? Is it hierarchical?

Is there a dominant political or economic ideology?All of these will impact an advertising campaign if left unexamined(Neli payne 2004)

Analysis and reasonsAnalysis and reasons

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Culture differences

(gender; values; family relations(gender; values; family relations))

Sexuality as a normal topicSexuality as a normal topicSexuality as a shame topicSexuality as a shame topic

Powerful & coquettish & attractivePowerful & coquettish & attractiveFresh & PigeonFresh & Pigeon--liveredlivered

acceptableacceptableNot easy to accept second cultureNot easy to accept second culture

ModernModernTraditionalTraditional

openopenimpliedimplied

Western countriesEastern countries

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Thank you

KiitosDanke

GraciasGrazieMerci