The Foreign Element in Asian Advertising

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While growing up in

description

presentation for my consumer behaviour course.

Transcript of The Foreign Element in Asian Advertising

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While growing up in

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We have always been

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aboutcurious

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Foreign Cultures.

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Exotic.

Interesting.

Just Plain Cool.

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“The grass is greener...”

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The “Foreign Element” in Asian Advertising

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

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1ComparingCultural Dimensions

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• Power Distance Index

• Individualism

• Long term Orientation

Differences are:

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Higher power distance.

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Lower individualism, more collectivist.

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Higher long term orientation.

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Global & LocalAdvertising Methods2

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The global approach

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The local approach

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Analysis ofReference Groups3

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Reference group?

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Advantages ofConsumer Perceptions4

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• Status

• Modernity

• Sophistication

• Technology

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more beautiful?

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more sophisticated?

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more acceptable?

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Disadvantages ofConsumer Perceptions5

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Cannot focus on values like heritage.

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

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Conclusion & Recommendations6

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Thanks for listening!