Discussion Board #3: International Advertising What role does culture play in global advertising? Wh

Discussion Board #3: International Advertising
What role does culture play in global advertising? What are some global strategies that help brands thrive? Use support from Chapter 5 of the text to support your response.

Chapter 5: 

Chapter 5

Learning Objectives
?¢ Examine advertising within a global context
?¢ Contextualize the power of culture by exploring high and low cultural context and

cultural dimensions
?¢ Examine global growth across a range of geographic regions while understanding how to

leverage cultural nuances
?¢ Identify ways to leverage global trends to activate global growth

Global Context
Five Advertising Categories

?¢ Local
?¢ Retail brands with small local footprints

?¢ National
?¢ Brands in a single country, e.g., Kroger

?¢ Regional
?¢ Brands advertise in a specific regional cluster

?¢ International
?¢ Broad geographic distribution
?¢ Standardized marketing approaches adapt to local cultures
?¢ Tide in the US, Ariel in India and Mexico

?¢ Global
?¢ Multinational brands with consistent branding
?¢ Little deviation despite cultural differences

Understanding Culture in the Context
of Advertising
?¢ High Context Cultures

?¢ Value subtlety and privacy
?¢ Messages are rarely explicit
?¢ Usually inaccessible to outsiders
?¢ Having local people on your advertising team is essential
?¢ E.g., Asian countries

?¢ Low Context Cultures
?¢ Value messages that are more transparent and explicit
?¢ Interaction is generally open
?¢ The strategy for using words and messages that can quickly be interpreted is common
?¢ E.g., Germany and the US

Cultural Dimensions
?¢ Power Distance

?¢ Distance between ordinary people and power brokers
?¢ China has high power distance
?¢ The US has a low power distance

?¢ Individualism vs. Collectivism
?¢ Refers to whether the individual or the family and community is prioritized
?¢ The US is highly individualistic
?¢ Mexico is highly collectivistic
?¢ Oreo example

Cultural Dimensions
?¢ Masculinity vs. Femininity

?¢ Whether social structures are dominated by masculine or feminine norms
?¢ Saudi Arabia is highly masculine
?¢ Sweden is highly feminine
?¢ IKEA example

?¢ Uncertainty Avoidance
?¢ People??s comfort or discomfort with uncertainty and their engagement in behaviors

that demonstrate varying levels of avoidance
?¢ The Czech Republic has high uncertainty avoidance
?¢ India has modest uncertainty avoidance


?¢ Long vs. Short-term Orientation
?¢ People??s patience and their orientation to long-

term gain versus impatience and the desire for
quick results

?¢ Indulgence
?¢ Cultural norms around indulging children or

loved ones rather than a stricter, more
restrained emotional orientation toward
emotional indulgence.

?¢ China and Nigeria examples

Global Trends
?¢ Sustainability

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