Inter Nation Ale Communicatie Task 1 Volledige Versie

8/6/2019 Inter Nation Ale Communicatie Task 1 Volledige Versie

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Cross-cultural analysis of two advertisements about Euro Disney

International Communication

Task 1 / Euro Disney

Rijksuniversiteit Groningen

01 April 2011

Number of words: 3074

Group number: 8Alice Wubbels 1869469

Anneloes van de Peppel no studentnumber yet

Anke van Oosterhout 1885812

Stphanie Duquesne 2101378Willemijn Visscher 1736493


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Tabl of Cont nt

1. Int oduction p. 22. Theory Hofstede and Verluyten. p. 23.

Method p. 44. Results p. 5

5. Conclusion p. 146. Bibliography p. 15


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1. IntroductionA Canadian conducting business in Kuwaitis surprised when his meeting with a high-ranking officialis not held in a closed office and is constantly interrupted. He starts wondering ifthe officialis as

important as he believed, and he starts to doubt how seriously his business is. This is a typical exampleof cultural differences. In Kuwaititis quite normalto interrupt while somebody is talking, in Canadaitisnt. When a Canadian doesnt know that, he will be surprised and maybe make wrongassumptions. These kind of cultural differences are centralin this task, and especially the role ofcultural differences in the commercials of Euro Disney. Euro Disney is a theme park with locations alloverthe world.

Our research question:

Are there any differences between Disneys advertisements ofThe Netherlands and France? And can

they be explainedwith Hofstedes culturaldimensions?

First we will explain some theory. Afterthis, we will discuss the results. By discussing the results, we

can conclude whetherthere are cultural differences in the advertisements, and whatis exemplifying forwhich country. In this Hofstedes dimensions and results for each country will give a guide line toexplain these differences.

2. TheoryHofstede

Geert Hofstede is a Dutch psychologist who did a pioneering study of cultures across modern nations.His publications have deeply influenced the way we think aboutthe differences in culture. 1He cameup with fourtheoretical dimensions:

1. Power Distance Index (PDI)2. Individualism (IDV)3. Uncertainty Avoidance Index (UAI)4. Masculinity (MA )2

Power distance is the extentto which the less powerful people of a group or organization acceptthepower differences. Hofstede splits this in high and low PDI cultures. In a low PDI culture hierarchy islinked to role ratherthan to a form ofinequality. This is vice versa in a high PDI culture.3Individualism is the degree to which individuals integrate in a group. The degree in which people of acountry are group-oriented, is centralin this dimension. 4 Uncertainty avoidance reflects the level ofanxiety (aboutthe future) which is presentin a culture. Uncertainty avoiding countries try to avoidsituations where things can happen they dont expect, for example by rules and laws.5 Masculinityrefers to a set of values and practices associated with the male gender role. Values are assertive andcompetitive forthe man in contrast with the caring women values. 6Then a fifth dimension was found:

5. Long-term orientation. (LTO)

1 Hofstede, G & Hofdstede, G.J GeertHofstede: biography and major publications. Available at www.geerthofstede.nl/geert.aspx2 Hofstede, G. (2001) Cultures Consequences (Thousand Oaks:

age Publications, 2001), 158

3 Hofstede 2001, 1654 Hofstede 2001 1675 Hofstede 2001 1816 Hofstede 2001 185


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Hofstede also splits this dimension, approximately in Long-term and hort-term orientation. Valuesassociated with Long-term orientation are thrift and perseverance.

hort-term values are respect for

tradition, fulfilling social obligations and protecting ones face.7

Hofstede has applied these dimensions on 66 countries all overthe world. The outcomes and othersources are used by Verluyten to talk about cultural differences, and to explain them.

VerluytenIn the context of international marketing, intercultural communication is inevitable. Largemultinational companies are trying to get more and more aboutthe various markets around the world.Therefore, the different markets are connected to different cultures.It is mostly from the 60s that the possibility of transferring campaigns from one national context toanother became a centralissue.Elinder claimed that in the field of advertising, we had to follow the rules adopted in thestandardization of production, with which to create an identical product for everyone.People seem to believe thatthere is globalization of reaction, communication and the way ofthinking.But reaction, communication and the way ofthinking isnt globally the same. Everyone has his ownreferences:thatis called Sel Reference Cri eri n8.As Levitt said, countries and cultures are growing closertogether9. Thus, the factthatthe world wasin the process of homogenization, obliged the company to drop the multinational approach and adopt acomprehensive approach.In fact, research showed that the concept of globalization was increasingly associated with thesegmentation and even for national markets, it was not possible to speak of a culture and ahomogeneous market (Rutigliano, 1986). Actually, it was a matter of two contradictory trends. Toreconcile these two trends the idea of 'think global, actlocal' came.Advertising campaigns need to be adapted to the local culture, because an advertisement doesnt makesense in a different country. Indeed, the same action or situation can be perceived and interpreteddifferently in different cultures.Even when globalization is the best strategy, you always need to think aboutthe particularlocalcircumstances, because even withthe mostglobalproducts on earth, culturalconsiderations areessentialin their development,their adaptation andtheir marketing because widespread diversity in

consumer preferences andtastes exists within across nationalboundaries (Akaah, quotedin Kustin

1994)10

.Culture:

According to Hofstede, culture refers to values and practices thatare acquired and shared by peoplein a group11. Culture is what you find in every aspect of your life. Our life is determined by theculture we grew up in.Culture can also refer to nation or country but not only. There are culturally fairly homogeneouscountries but there are also countries with varieties of different subcultures. But there i s empiricalevidence thatnation states do indeed exhibitmajor culturalcharacteristics thatare properly defined[]12.On the other hand, sharing the same language doesnt mean that we share the same culture. Culturedepends more on nationality than on language. However, there is a study that shows there is a link

between language and culture. The language we use shapes the way in which we view the world. Butthis doesnt prove thatlanguage has a realinfluence on our culture.We have to be careful about culture. Not every person of a country will show the characteristics thatare typical ofthe place they live. This is called the ecological fallacy13.

7 Hofstede 2001 1918 Verluyten, P. (2000) InterculturalCommunication in Business and Organisations, an Introduction. Leusden: Acco, p. 189 Verluyten 2000, 2010 Verluyten 2000, 2211 Verluyten 2000, 2312 Verluyten 2000, 3313Verluyten 2000, 37


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3. MethodWe wantto find outifthere are any differences between two different cultures in advertising. And if

there are any differences, itis importantto investigate which differences there are.

Which kind of adverti ements?To be able to answer our research question, we have to compare advertisements oftwo differentcultures. We have chosen forthe option: website. There is a lotto see and find on the website. Touristswilllook atthe website before they decide to go to a theme park. Convincing originate whensomething is recognizable. According to Trenholm, identification occurs when the source possessesattractiveness14.

o when an organization wants to persuade people with their website, it must contain a

kind ofidentification from the culture. Because a website has got a lot of aspects like text and image,it has a lot of data to analyze and investigate.

Limitation of subjectAdvertisements in different cultures in general are too big to analyze, so we have limited the subject of

the advertisements to one theme park: Euro Disney. This theme parkis well known in many countriesand cultures, so itis intercultural. Ifthe organisation of Euro Disney wants to promote Euro Disney,they mustthink of allthe differences in cultures. Every culture is different and has got other valuesand attitudes15.

WebsitesWe have found two versions of websites of Euro Disney: a Dutch version and a French version.The first version is in Dutch. (http://parken.disneylandparis.nl/disneyland-park/index.xhtml#) Thiswebsite is the homepage, where you can find a lot of generalinformation.The second version is in French and is also the homepage. (http://idf-parcs.disneylandparis.fr/parc-disneyland/index.xhtml#)These two websites lookthe same, only the language differs. Atthis investigation, we will see ifthereare any differences in culture dimensions.

How to analyze these dataAs mentioned before, the dimensions of Geert Hofstede are very important for research in cultures. Hehas devised five dimensions, which we will use in this research: power distance, individualism,masculinity, uncertainty avoidance and long term orientation. Also Verluyten has done a greatcontribution in culture investigation. He has explained the dimensions of Hofstede more and has madethe definition of culture concrete. Thatis why his information is usefultoo.

We must analyze our data in the way Hofstede does. o, we will criticize the dimensions in connectionwith the versions of websites. The diagram will explore the analysis further:

Commercial 1 (Dutch) Low High TotalPower distance .. ..Individualism .. ..Masculinity .. ..Uncertaintyavoidance

.. ..

14 Trenholm,. Thinkingthrough communication . (Ithaca College: Pearson, 2010), 246.

15 Trenholm, 2010 325


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Long termorientation

.. ..

Commercial 2 (English) Low High Total

Power distance .. ..Individualism .. ..Masculinity .. ..Uncertaintyavoidance

.. ..

Long termorientation

.. ..

The websites will be perceived and examined. Then the rate of appearance ofthe dimensions will beestablished. This determination exists of + and -. For example, this method will show if and howpower distance occurs in the different versions of websites.

Hypotheses

After completing these diagrams, there will be a pattern ofthe two cultures. This pattern shows whatisimportantin these cultures and where the focus is. It also shows ifthere are any differences in thecommercials of Euro Disney.Assuming and calculating the factthat all cultures are different, we expectthatthere will bedifferences in the commercials about Euro Disney. As mentioned before, to persuade people, itisimportantto make a recognizable advertisement. Thatis differentto each culture and then differentinwebsites too. We expectthatthere are differences in the websites when we look atthe outcome ofthegrading in the five dimensions. These differences can be linked to the differences in culture, asVerluyten had mentioned.

To be exactto our data, there is an accurate difference between the French and Dutch culture.After studying the dimensions of Hofstede, we can find some exact data aboutthese two cultures.16Forexample, if we have a look atthe dimension individualism-collectivism. Those dimension scored 80

forthe Dutch, and 71 forthe French culture. Both scores are very high, which means both cultures arevery individualistic. Butthere is not a big difference in that dimension between those cultures. Thedimension of masculinity has got a larger difference in those cultures, because the Netherlands havegot a score of 14 and France 43. o, we could see a high difference atthis dimension, which also couldreach the websites. By promoting Euro Disney, the organization musttake into accountthesedifferences.

4. ResultsThe Dutch version

Sentences Dimension Low High

1. In een Magisch Koninkrijk nietzo heel ver hiervandaan - ergens in de buurt van de plek waariedereeneen wens mag doen en dromen werkelijkheid worden -komen de klassieke helden en heldinnen van Disney totleven in een sprookje dat nog heellang, en gelukkig, zalduren.

Long-term + -

16 Verluyten 2000, 161-170


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2. 5 magische Landen. Eindeloos veel plezier Uncertaintyavoidance

+ -

3. Kies er n uit... Of neem ze allemaal! Uncertaintyavoidance

+ -

4. Beleef uw favoriete Disney Landen zoals u zeherinnert uit die klassieke Disney verhalen waarinsprookjes echttotleven komen.

Individualism - +

5. panning in alle vormen en maten Uncertaintyavoidance

- +

6. De opwindende attractiepace Mountain: Mission 2

neemt u mee op een reis naar de grenzen van hetuniversum, terwijl de kleintjes een cruise rond de wereldkunnen maken in "it's a small world".

Power Distance - +

7. Het Parkzit boordevol plekjes om met de hele familieplezierte hebben, van Pirates ofthe Caribbean tot deMad Hatter's Tea Cups.

Individualism + -

8. Als dat nietleukis ! Long-term + -

9. Een ontmoeting met de geliefde Disney figuren magje

niet missen: een uniek moment samen

Individualism + -

10. In het Disneyland Parkis iedere dag een feestdag Long-term - +

11. Naast alle prachtige attracties en figuren zijn er hethelejaar door ook spectaculaire parades en shows ommet het hele gezin van te genieten.

Individualism + -

12. Eris elke dag iets speciaals te beleven! Long-term - +

13. Uitje dak gaan in het Wilde Westen, samen metpiraten de zeven zeen veroveren, met Alice verdwalen inWonderland, terug in de tijd reizen, of op zoek gaan naarde toekomst.

Long-term + -

14. Waar moetje beginnen? Uncertainty

avoidance- +

15. Ga terug in de tijd naar 1900 Long-term + -

16. Geniet van de ongedwongen charme en gastvrijheidin een Amerikaans stadje van zo'n 100jaar geleden.

Uncertaintyavoidance

+ -

17. Flaneerlangs Victoriaanse winkels, spring op depaardentram ofzoek verkoeling in de Gibson Girl IceCream Parlour.


+ -

18. Net als in de goede oude tijd, toen Walt Disney nogeenjongen was.

Power Distance - +

19. Je gaat vanzelfin sprookjes geloven Uncertaintyavoidance

+ -

20. In het altijd vrolijke Fantasyland komen de sprookjesen verhalen die de inspiratie vormden voor de DisneyKlassiekers op magische en fantasievolle wijze totleven.

Long-term+

-

21. Zie hoe het Wilde Westen werd veroverd Long-term + -

22.

lenterlangs de legendes van het Wilde Westen. Long-term + -

23. Maak een tochtje op een oude stoomboot en raas ineen op hol geslagen mijntrein door Big ThunderMountain.


+ -


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24. De kleintjes kunnen naar hartelust spelen inPocahontas Indian Village, terwijl scherpschutters hunkunsten kunnen vertonen in de RustlerRoundup

hootin'

Gallery.

Power Distance - +

25. Geniet van avonturen vol spanning en sensatie Uncertaintyavoidance

+ -

26. Adventureland brengtje een hele nieuwe wereld volopwinding en spectaculaire attracties!

Power Distance-

+

27.

ta in volle zee schouder aan schouder met piraten,waag uw leven samen met Indiana Jones ofzoek hethogerop met de Zwitserse Familie Robinson.


+ -

28. Reis doortijd en ruimte Long-term + -

29. In Discoveryland komen de voorspellingen van grotevisionairs totleven.

Long-term - +

30. Raas naar de grenzen van het universum in paceMountain: Mission 2.

Long-term - +

31. Of Captain EO met Michael Jackson. Long-term + -

32. In de buurt van hetResort kunje allerlei uitstapjesmaken. Uncertaintyavoidance + -33. Zo kunje vanuit Disneyland Paris eengeorganiseerde excursie maken naar Parijs of naarProvins


- +

34. of een avondje bij kaarslicht doorbrengen in hetkasteel van Vaux-le-Vicomte, het meesterwerk dat deinspiratie vormde voor het kasteel van Versailles.

individualism - +

35. Excursie: een magische dagtour door Parijs Long-term + -

36. Een magische dagtour door Parijs Long-term + -

37. De Notre-Dame, Place de la Concorde, de Champs-

lyses.

Uncertainty

avoidance

- +

38. Inbegrepen bij deze excursie: bezichtiging van devoornaamste monumenten van de stad Parijs, eenboottocht over de

eine en een panoramisch uitzicht

vanaf de eerste verdieping van de Eiffeltoren.


+ -

39. De rondleiding kunje via een persoonlijkehoofdtelefoon beluisteren.

Individualism - +

40. Vertrek van de Cityrama-bus: dagelijks om 9.45 uurvoor Disney's Hotel New York; aankomst omstreeks18.30 uur naar gelang de verkeersdrukte.


- +

41. Excursie: Parijs - avondtour Uncertaintyavoidance

- +

42. Parijs is een magische stad! Long-term + -

43. Een onvergetelijke avond om de wonderen van deLichtstad te bewonderen, over de boulevards te slenterenen een bezoekte brengen aan de historische gebouwen ende cafs.


- +

44. De liefde hangtin de lucht! Individualism - +

45. Vertrek van de Cityrama-bus: maandag t/m zaterdagom 20.00 uur (tot en met 1 april 2010) voor Disney's


- +


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Hotel New York - en vanaf 2 april 2010 om 21.00 uur;46. Excursie: Dagtour naar de Middeleeuwen, in deProvins


- +

47. Een dag in de middeleeuwse stad Provins, een idealeexcursie voor het hele gezin!

Individualism + -

48. Voor een onvergetelijke reis naar de Middeleeuwen! Long-term + -

49. Niet ver van hetResortligt Provins, een echteommuurde middeleeuwse stad, die op deWerelderfgoedlijst van UNE

CO staat.

Long-term + -

50. Er valt hier een heleboelte ontdekken en te beleven! Long-term - +

51. Beklim de imposante Tour Csar en bezoekvervolgens de wereld van de marktkoopluiin de 13eeeuw.


- +

52. Word avonturier, en ga op onderzoek uitingeheimzinnige ondergrondse kelders.


+ -

53. Daarna kunje binnen de grandioze stadsmuren eenadembenemende valkenjacht bijwonen.


- +

54. Excursie: Avondtour naar Vaux-le-Vicomte, bijkaarslicht

Masculinity + -

55. Het kasteel Vaux-le-Vicomte, een avond bijkaarslicht

Masculinity + -

56. Een sprookjesachtige avond dieje niet mag missen! Long-term + -

57. Beleef een magisch bezoek aan het kasteel Vaux-le-Vicomte, een prachtig meesterwerk uit de 17e eeuw. Ditkasteel, dat door drie grote kuntenaars - Louis le Vau,Charles le Brun en Andr Le Ntre - werd gebouwd,vormde de inspiratie voor het kasteel van Versailles.

Long-term + -

58. Dit prachtige, geheel gemeubileerde kasteel, en hetkoetsmuseum ernaast, zijn een bezoek beslist waard;evenals de prachtige Franse tuinen.


- +

59. Daarna is er een prachtig schouwspel: dezebetoverende plek wordt namelijk dan doortweeduizendkaarsen verlicht.

Long-term + -

60. Als kinderen dromen is alles wonderbaarlijk nieuw enmagisch echt.


+ -

61. Daarom hebben we een perfect plan opgesteld om uwbezoek aan Disneyland zo leuk en eenvoudig mogelijkvoor de kleintjes te maken.

Power Distance - +

62. De glimlach op hun gezichtzal ook voor u wonderendoen. Long-term + -

63. Kleintjes mogen dan snel groot worden, de Magie vanDisney houdt hun harten voor altijdjong...

Power Distance + -

64. Verken de 5 magische Landen van het DisneylandPark.

Long-term + -

65. Begeefje achter de schermen en probeerzelf ook watfilmmagie tevoorschijn te toveren in het Walt Disney

tudios Park.

Power Distance + -


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66. Laatje gaan tijdens de shows en ontmoet aljouwgeliefde Disney figuren.


+ -

67. Eris van alles te beleven voor de kleintjes, spanningen sensatie voor de tieners en een heleboel opwindendsvoor dat grote kind dat nog steeds inje zit!

Power Distance - +

68. en vakantie moet ontspannend zijn en daarom biedenwij allerlei services voor baby's en peuters.


+ -

69. Zo kunt u buggy's huren, zijn erverschoningsfaciliteiten in alle openbare toiletten enhebben wij Baby Care Centres ingericht - stressvrijeplekken waar u op uw gemak voor uw baby kuntzorgen.


+ -

70. Hetzijn immers de kleine dingen die tellen. Uncertaintyavoidance

+ -

71. Buggy's kunnen worden gehuurd bij " trollers andWheelchairs Rental" bij de ingang van het DisneylandPark, bij Main

treet

tation en bij

tudio

ervices in het

Walt Disney

tudios Park


+ -

72. De Baby Care Centres vindt u in het Disneyland Park- aan Main

treet, U.

.A. bij het Plaza Gardens

Restaurant en in het Walt Disney

tudios Park, achter de

tudio

ervices.

Power Distance + -

73. De Baby Care Centres zijn speciaal voor u ingericht,zodat u hier uw baby kunt voeden en verschonen.

Masculinity - +

74. Geen paniek, wij willen niet datjeje baby ruilt vooreen andere!


- +

75. Baby

witch is speciaal bedoeld voor ouders die meewillen met attracties die niettoegankelijkzijn voor dekleintjes.

Power Distance - +

76. Eerst past papa op de baby terwijl mama geniet vande attractie, direct daarna past mama op de baby en magpapa mee, zonder opnieuw in de rijte hoeven staan.

Masculinity + -

DutchwebsitesDimension Frequency low Frequency high TotalPower Distance 3 6 High power distanceIndividualism 4 4 Idem individualismMasculinity 3 1 Low masculinityUncertain avoidance 17 14 High uncertain avoidanceLong-term 18 5 Low long-term

Hofstede about the Dutch culture

Dimension Average score Dutch

score

Conclusion

Power Distance 60 38 Low power distanceIndividualism 38 80 High individualismMasculinity 49 14 Low masculinityUncertain avoidance 67 53 Low uncertain avoidanceLong-term 40 44 Long-term and short-term

The French website


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entences Dimensions Low High1. Dans un royaume enchant, pas trs loin d'ici, entre lepays des vux et celui o les rves se ralisent, les hros ethrones Disney voluent dans des contes de fes qui nes'arrtentjamais.

Long-term + -

2. 5 Pays magiques : un bonheur sans limites Uncertainty avoidance + -

3. Choisissez-en un ... ou prenez-les tous ! Uncertainty avoidance + -

4. Regardezles plus belles histoires Disney prendre viesous vos yeux comme par magie. C'estl que les rvesdeviennent ralit.

Long-term + -

5. Des frissons de toutes les tailles et de toutes les formes Power distance + -

6.

ensations garanties pace Mountain Mission 2, qui

vous emmne aux confins de l'univers, tandis que les plusjeunes pourront partir pour une croisire autour du mondeavec " it's a small world".

Uncertainty avoidance + -

7. Toute la famille trouvera de quoi se distraire dans toutle

Parc, de "Pirates ofthe Caribbean" aux "Mad Hatter's TeaCups".

Individualism + -

8. Emotions garanties Uncertainty avoidance - +

9. Ne manquez pas la rencontre avec vos PersonnagesDisney prfrs: un moment unique partager.

Long-term + -

10. C'esttous lesjours la fte au Parc Disneyland Long-term - +

11. Tout au long de l'anne, en plus de la ferie desattractions et de personnages Disney, vous pouvez assister

en famille une multitude de merveilleux spectacles etparades.

Long-term - +

12. Ne les manquez pas, il y en a tous lesjours ! Long-term - +13. Dcouvrirl'Ouest sauvage, le grand large avec lespirates, la ferie des contes de fes, remonterle temps ouplonger dans le futur.


14. Par o commencer ? Uncertainty avoidance - +15. Retour en 1900 Long-term + -

16. Dcouvrezle charme etl'hospitalit d'une petite villedes Etats-Unis du dbut du XXe sicle.

Masculinity + -

17. Passez devant des boutiques de style victorien avant deprendre une calche pour aller manger une glace au GibsonGirl Ice Cream Parlour.


18. Comme au bon vieux temps, lorsque Walt Disney taitpetit garon.

Long-term + -

19. Bienvenue au pays des rves... Long-term + -

20. Fantasyland estle plus merveilleux des Pays. Long-term + -21. C'estl que les contes de fes etles histoires qui ontinspir les films d'animation de Disney prennent vie,comme par magie.

Uncertainty avoidance - +


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22. Dcouvrezles secrets de la Conqute de l'Ouest Uncertainty avoidance - +

23. Promenez-vous dans le Far Westlgendaire : croisireen bateaux aubes, course folle bord du train de la mine"Big Thunder Mountain", aire dejeux Pocahontas - LeVillage Indien pour vos enfants, et frissons garantis Phantom Manor.

Power distance - +

24. Des aventures pleines d'action Masculinity - +

25. Adventureland vous attend avec son lot d'clats de rireet de frissons.

Masculinity + -

26. Vous rencontrerez des pirates en haute mer, vouschapperez au danger avec Indiana Jones ou vousgrimperez aux arbresjusqu'la Cabane des Robinsons.


27. Voyage travers le temps etl'espace Long-term + -

28. C'est Discoveryland que les prdictions des grandsvisionnaires prennent vie.


29. Explorezles confins de l'univers avec pace Mountain :

Mission 2


30. ou Captain EO avec Michael Jackson. Long-term + -31. Paris et ses environs Long-term - +

32. proximit du Resort, de nombreuses possibilitsd'excursion s'offrent vous.


33. Depuis Disneyland Paris, vous pouvez choisir uneexcursion organise Paris, Provins ou passer une soireaux chandelles dans le Chteau de Vaux le Vicomte, lechef-d'uvre qui a inspir Versailles (possibilit de rserverlors de l'achat du forfait).

Long-term + -

34. excursion : unejourne Paris Uncertainty avoidance - +

35. Un tour magique de Paris Uncertainty avoidance - +36. La Cathdrale Notre-Dame, la Place de la Concorde, lesChamps-lyses.

Uncertaintu avoidance - +

37. Cette excursion vous fait dcouvrirles principauxmonuments de la ville de Paris, avec croisire surla

eine

et vue panoramique depuis le premier tage de la TourEiffel.


38. Commentaires enregistrs sur couteurs individuels. Individualism - +39. excursion : une soire Paris Uncertainty avoidance - +

40. Paris c'est magique ! Long-term + -41. Une soire inoubliable pour dcouvrirles merveilles de

la Ville Lumire, dcouvrirles boulevards, les dificeshistoriques etles cafs.

Long-term - +

42. N'y a-t-il pas de l'amour dans l'air ? Individualism - +


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43. excursion : Provins, voyage au cur du Moyen-Age Long-term + -

44. Unejourne dans la cit mdivale de Provins, uneexcursion idale pourtoute la famille !

Individualism + -

45. Pour un voyage inoubliable au Moyen Age ! Long-term + -46. Aux portes du Resort vous attend Provins, une villemdivale authentique, entoure de murailles, classe aupatrimoine mondial de l'humanit parl'UNE CO.

Individualism + -

47. Amusement, dcouverte et sensations sont au rendez-vous !


48. Partezl'assaut de l'imposante Tour Csar, puis entrezdans le monde des marchands de foires du XIIIe sicle.


49. Devenez aventurier en explorant de mystrieuxsouterrains et envolez-vous pour un spectacle defauconnerie poustouflant, l'intrieur de la monumentaleenceinte de la ville.


50. excursion : Chteau de Vaux le Vicomte, soire aux

chandelles

Masculinity + -

51. Une soire aux chandelles au Chteau de Vaux leVicomte!

Masculinity + -

52. Une excursion ferique ne pas manquer! Uncertainty avoidance - +53. Venez vivre une soire magique au Chteau de Vaux leVicomte, merveilleux chef d'oeuvre du XVIIe sicle. Cechteau, construit parles trois grands artistes Le Vau, LeBrun et Le Ntre, inspira le Chteau de Versailles.

Long-term + -

54. Parcourez ce chteau entirement meubl, visitezlemuse des quipages, puis rejoingnezlesjardins la

franaise.


55. Un fabuleux spectacle vous attend : deux mille bougiesilluminent ce lieu enchanteur.

Long-term + -

56. Du bonheur pourles plus petits Power distance - +57. Dans les rves d'enfant, tout est dcouvrir etla ralitse transforme en magie.

Power distance - +

58. Voil pourquoi nous avons tout prvu pour que votresjour Disneyland Paris fasse lajoie des enfants et desplus petits.

Power distance - +

59. Leur visage qui s'illumine sera votre moment debonheur.

Masculinity + -

60. Petit enfant deviendra grand, mais avec la magieDisney, son coeur resterajeune jamais

Power Distance - +

61. des aventures et de la magie pourles petits etles ados Power distance + -62. Visitezles cinq pays magiques du Parc Disneyland enune seule fois.

Long-term + -

63. Puis, passez dans les coulisses etlancez-vous dans lecinma au Parc Walt Disney

tudios.

Long-term + -

64. Vibrez au rythme des spectacles et rencontreztous vosPersonnages Disney prfrs.


65. Des tas d'activits pourles petits, des sensations et dessurprises pourles ados et de nombreuses raisons de se

Power distance - +


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rjouir pourles adultes au coeur d'enfant!66. Les vacances sont faites pour se reposer, c'est pourquoinous proposons diffrents services pour bbs ettout petitsqui vous permettront de vous dtendre 100 %.

Power distance - +

67. Location de poussettes, tables langer dans toutes lestoilettes et Coins Bb, pour que votre petit dernier soitparfaitement son aise.

Masculinity - +

68. Ce sontles petits dtails qui fontla diffrence. Uncertainty avoidance + -69. Il est possible de louer des poussettes la boutique "

trollers and Wheelchairs Rental " l'entre du Parc

Disneyland, aprs Main treet tation, et ct de tudio

ervices dans le Parc Walt Disney

tudios.


70. Les Coins bb se trouvent Main

treet, U.

.A. prsdu Plaza Gardens Restaurant (dans le Parc Disneyland) etderrire

tudio

ervices (dans le Parc Walt Disney

tudios).


71. Ils ont t spcialement conus pour vous permettre deprparer un biberon ou un repas et de changer votre bb.


72. Baby witch est un service destin aux parents qui

souhaitent profiter des attractions interdites aux petits.

Masculinity - +

73. La maman peut monterla premire surl'attraction, puisgarderle bb tandis que le papa monte son tour, sansrefaire la queue.

Masculinity + -

74. Magique, non ? Long-term + -75. Nous vous aidons prparer chaque tape de votrevisite, depuis le moment o vous dcidez ce que voussouhaitez fairejusqu'au moment o vous posezle pied dansnotre royaume enchant.

Long-term + -

76. Disneyland Paris estle lieu idal pour se dtendre enfamille et profiter de merveilleuses attractions.


Frenchwebsite Low High Total

Power distance 2 7 High power distance

Individualism 2 2 Individualismtic and collectivistic

Masculinity 6 3 Low masculinity

Uncertainty avoidance 12 14 High uncertain avoidance

Long term orientation 18 6 Low long term orientation

Hofstede about the French cultureDimension Average score French

scoreConclusion

Power Distance 60 68 High power distanceIndividualism 38 71 High individualismMasculinity 49 43 Low masculinityUncertain avoidance 67 86 High uncertain avoidanceLong-term 40 38 Long-term and short-term


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5. ConclusionThe research question:are there any differences between the Disney advertisements ofthe

Netherlands and France? And can they be explainedwith Hofstedes culturaldimensions?

Dutchwebsite

The Dutch website shows all ofthe dimensions. Comparing this with Hofstede, we canconclude thatthe dimensions differ, especially atthe dimension of power distance and long-term orientation there are differences.

First aboutthe power distance. In the Netherlands, Hofstede says, itisnt high, but ourresearch shows Dutch culture has a high power distance. This means that people in a culture withhigh power distance will acceptthe power difference easierthan people in low power distancecultures.

o the Dutch people should, according to Hofstede, not acceptthe power difference easily.

We thinkthe difference with the website can be explained by the fact people have to go to Eurodisney,they need to be convinced ofit being a fun activity. This can be done by planning the trip forthem andshowing them how fun itis. But people often already decided they wantto go, and therefore they dontreally need to be convinced. Therefore they can acceptthe power difference easily.

econdly, the long-term orientation. According to Hofstede, the Dutch culture has a long- and short-

term orientation. The website shows thatthe Dutch culture has a short-term orientation. This meansthat people are oriented to the present. We thinkthis difference lays in the factthat an activity likegoing to a theme parkis something you dont plan 2 years in advance. You plan it a little, but you planit forthe near future. Itis not something you need to plan years in advance to go to. Therefore thewebsite doesnt need to lay the focus on planning, but doing it now, in the presentinstead of going inthe future.

Frenchwebsite

The French website differs from Hofstede atthe dimensions individualism and long-term orientation.

First aboutthe individualism. In France, Hofstede says itisntindividualistic, but also itisntcollectivistic. The website says France is individualistic. This means that people are supposed to careforthemselves, instead ofliving in a tight group of people that protect each othertheir whole life. Wecan explain the difference in this dimension by stating thattheme parks are often activities for afamily. You can go in large groups, but most people go to a theme park with their family or with closefriends. They often donttake the whole community with them. You also take the rides in the themepark alone. You can take them with other people, but you often experience the ride alone. There areactivities forthe whole family, butthe majority ofthe rides is based on individuals. Therefore thewebsite is focused on the indivuals in the park, and the small groups.

econdly, the long-term orientation. We can state here the same as with the Dutch website. We thinkthis difference lays in the factthat an activity like going to a theme parkis something you dont plan 2years in advance. You plan it a little, but you plan it forthe near future. Itis not something you need toplan years in advance to go to. Therefore the website doesnt need to lay the focus on planning, butdoing it now, in the presentinstead of going in the future.

Comparing the websitesComparing the sites, the only difference is the uncertain avoidance. This is also a difference betweencultures according to Hofstede. This dimension is about how much people feelthreatened by uncertainsituations. They can make this better by using rules and laws. The websites show thatthe Frenchcultures relies more on appointments and rules than the Dutch. This is to be seen in the way the Frenchwebsite says what you can do, and how itis done. The Dutch website sometimes states some


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information about daily tours, butthe French website does this more often.

The other dimensions are the same. We thinkthis is because both countries are western Europeancountries, with often the same ideas. Another explanation is it being a park with the same audience.Hofstede looked at business, not at children. Another explanation is the factthat some practicalinformation, like day excursions, has to be the same. Hofstede thinks thatthere are some differences inthese dimensions. Itis possible that we have had too little materialto compare, orthat we had tocompare different materialto see more differences.

As we compare this to our hypotheses, that states there will be differences between the cultures, wecan say there are not many differences. We see one difference, but most dimensions are the same. Youcan say this is because a lack oftranslation, but we thinkitis because ofthe audience ofthe themepark. Both cultures are western European countries which often share the same ideas, and share thesame kind of audience. The theme parkis for children and families, instead of businesses Hofstededescribes. Another explanation is the factthat some practicalinformation, like day excursions, has tobe the same on both websites. You cant say it differently.

6. BibliographyBooks

Elinder, E. (1961) International Advertisers Must Devise Universal Ads,Advertising Age.Elinder, E. (1965) How International Can European Advertising Be?,JournalofMarketing, vol. 29,n 1.Hofstede, G. Cultures consequences: comparing values, behaviors,institutions and organizationsacross nations. 2nd edition. Thousand Oaks: age Publications, 2001Levitt, T. (1983) "The globalization of markets",Harvard Business Review, n 3, 1983.Rutigliano, A.J. (1986) "The Debate Goes On: Global vs Local Advertising",ManagementReview.Trenholm,

. Thinkingthrough communication. An introduction to the study ofhuman communication.

Ithaca College: Pearson, 2010Verluyten, P. InterculturalCommunication in Business and Organisations, an Introduction.Leusden:Acco, 2000.

Websites

Borgatti,.P.Differences in cultures,consulted on 27 march 2011, available at

http://www.analytictech.com/mb021/cultural.htmEuro Disney Nederland, consulted on 25 april 2011, available athttp://parken.disneylandparis.nl/disneyland-park/index.xhtml#Euro Disney France, consulted on 25 april 2011, available athttp://idf-parcs.disneylandparis.fr/parc-disneyland/index.xhtml#Hofstede G &Hofstede G.J.GeertHofstede: biography and major publications, consulted on 29 march2011, available at http://www.geerthofstede.nl/geert.aspx

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