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The Foreign Element in Asian Advertising
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Transcript of The Foreign Element in Asian Advertising
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!