MA This is where the global strategies should be

MA CREATIVE
ADVERTISING (2017-18)

CULTURAL
INFLUENCES ON ADVERTISING

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UNIT CODE:
FCW722

STUDENT ID:
13915533

TOPIC: HOW A
GLOBAL BRAND LOCALISES ITSELF & THE ROLE OF ADVERTISING AND CULTURE IN IT?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

INTRODUCTION

In today’s world all big brands want to globalize themselves. De Mooij states that
“global advertising can only be effective
if there are global consumers with universal values.” (2011, p.17). They are no longer restricted by any boundaries. In
simple words globalization is the upsurge of the brand to interact with various
other nations to increase its viability. De Mooij claims that “The
term globalization is used to cover the global flow of capital, technology, and
media, as well as changes in human behavior that are expected to result from
globalization forces” (2014, p.6). The brand or the company uses various marketing
strategies to target customers, however the same strategies arguably might not
work effectively as consumer behavior differs from culture to culture and
nation to nation. For
example, De Mooij (2014) argues that, a consumer from Singapore would counter
and consume the product differently as the consumer from the India or the USA.
This is where the global strategies should be well thought-off for both brands
and advertising when localizing themselves and keeping in mind the consumer
behavior related to each culture. For instance, taking the example of Unilever
ice cream having the same logo but recognized by different names like Good
Humor in United States, Wall’s in Singapore.

Comparing culture of the selected countries

India is a country of
diverse population and culture united by national values of conventional
seasonal market expenses. People here have relatives all over the world who on
term influences resident Indians to try international brands. GDP is promising
growth for start-ups with young generation being more spending customer. Word
of mouth in India is highly effective so an international brand fiving quality
products and services faces less problems with capturing market.

Culture can be defined as “The
collective mental programming of the people in an environment.” (De Mooij,
2004 cited in Hofstede 1991. p.5). (Hofstede Insights., 2018) came up with the six-dimension
model to compare various countries based on parameters such as Power Distance,
Individualism, Masculinity, Uncertainty Avoidance, Long-term Orientation, and
Indulgence.

People in India and
Singapore score high on Power Distance(PDI) compared to the United States.
Countries high on PDI believe in acceptance and the demonstration of the social
identity is more important. While in the US, people like to be more independent
and less powerful. However, the country low in PDI (US) scores the highest on
Individualism, as they believe in ‘I” culture. India scores moderate which
means that it is a mixture of both Individualist and Collectivist. On the other
hand, Singapore is low on Individualism which means that they believe in ‘WE’
culture. De Mooij (2004.,
p.34) describes the Individualistic and Collectivistic cultures as
universalistic and particularistic respectively. Coming to Masculinity,
India and the US are more towards the masculinity culture which depicts that
power, social image, achievement is more important. (Anon.,2018) looking at an advertising campaign of
P&G’s Ariel ‘SHARETHELOAD’ in India, which shifted the belief, that doing
laundry is a women’s job. The aim of the campaign was to deteriorate the
gender inequality. It featured various ads under the campaign depicting that
men should also ‘SHARETHELOAD.’ As discussed above in the Hofstede’s Insights
most Asian countries(India) scores high on the masculinity parameter. Singapore
is less on Masculinity which shows the tender aspects of culture such as
harmony, sympathy etc. The Uncertainty Avoidance scores are low for all the
three countries which means that people do not actually believe in accepting
new things and are okay with adjusting and adapting the culture. De Mooij (2014., p.35) states
that people low on Uncertainty Avoidance believe in results than in the
process. Hofstede Insights (2018) explains Long term orientation as living in
the present, but still maintaining few links with the past and also tackling
the challenges of near future. The US and India score low on this
parameter as compared to Singapore. People from India and the US believe in
truths as the people from Singapore accentuate on virtues and believe in
keeping many choices open. There is acceptance of change in high long-term
orientation. Indulgence is
termed as “the extent to which people try
to control their desires and impulses, based on the way they are raised.” (Hofstede
Insights, 2018). India and Singapore score less on this parameter which
says that the culture is Restraint and people tend to be a bit pessimistic,
while the US which scores high is an Indulgent do not worry too much.

When advertising to any
country there are various factors to consider such as the culture, consumption
patterns, target groups, communication, etc. Such factors differ from country
to country and people to people. As Halve (2005) argues that there are various factors before consuming
a product. He explains this with an example of a woman as to what questions
arises in the mind of the consumer. Questions such as ‘Why should I buy it?’,
‘What’s the difference?’, ‘It’s not worth the price’, ‘Where’s the buzz?’ and
so on. He also points out on other factors like the target group.
Viewing the above-mentioned example of the P&G Ariel advertising campaign,
there was a specific target group which would have been decided as we could see
that the husbands and father were contributing themselves into the household
chores.

 

·        
Exploration of culture-Factors
considered while advertising globally and consumption patterns

·        
Case study- The Coca-Cola ‘Taste
the Feeling’ global campaign 2016.

Moye (2016) stated that the Coca-Cola’s
‘Open Happiness’ campaign which ran for almost seven years has been replaced by
the new campaign ‘Taste the feeling’. De Quinto (cited in Moye 2016) says that for the first time,
Coke’s four variants, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero
and Coca-Cola Life- with or without calories, with or
without caffeine, will be launched under ‘one brand’ approach. Further, he adds
that Coca- Cola has different variants, but has the same values, whatever the
occasion may be, with Coca- Cola everyday moments are made special. They were
rooted to their commitment of choice, presenting the consumers whichever
Coca-Cola ensembles their taste, lifestyle and diet. One example from the
campaign was the Supermarket advert which aired globally. This supermarket
advert was aired in India with a touch of Desi twist to it. Vinaya (2016)
argues that the earlier campaign ‘Open Happiness’ did create some amusing
adverts, but it didn’t do well with sales. Further, the advert deconstructs as,
the brand Ambassador Siddharth Malhotra who is also an Indian Actor enters the
store and asks about Coca-Cola, the cashier girl being busy on phone, fails to
notice him and just directs about the whereabout of a Coke. Later when he finds
a coke she finds him too and zooms in the in-store camera, by this time she is
lost in “Taste the feeling” of a chilled Coke and fails to realise that he has
finished the coke. She cooks up a story in her mind so that she relishes the
moment even more, announcing that he is the lucky winner and gets another bottle
for free which needs to finish it there itself so that she could enjoy the
moment a little extra. Looking at the audience, this advert focused to include
a desi twist to it like an auto rickshaw instead of a truck, featuring an
Indian actor where people can get instantly get connected. Also, in a country
like India, portraying the essence of a culture also while instilling
benevolent sentiments and compassion among the people, undoubtedly derives the
truest sense of a connection towards an advertisement. It awakens or rather
brings out the obscure side of human being. In case of the supermarket advert, a
typical romantic dreamy touch has been added which engages the viewers. Various marketers like, Nadkarni
and Chawla (cited in Balakrishnan, 2016) expressed
their views on this campaign, stating that before actually finding their
roots, Coca- Cola lost almost its five to seven years in India as they failed
to realise that without the proper cultural attainment a global campaign does
not associate especially with a food and beverage category, whereas it is also
necessary for a brand to contemplate that people should always find a reason to
buy and with Coca-Cola’s ‘Taste the Feeling’ campaign , it clearly focuses on
the product benefits and day to day events which adds to their brand value.

Techhoot
(2018) explains the current Indian culture by saying that consumers are value
conscious, prefer high quality with less price and are bit inclined towards
price sensitiveness while making purchasing decisions.

 

Looking
at another advert from the Coca-Cola’s ‘Taste the Feeling Campaign’ is the ‘Chinese
New Year’ TVC 2017

 

 

·        
Conclusion