Sociology 2172A/B Final: EXAM READINGS
7 Feb 2017
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Document Summary
Culture and advertising appeals, by: marieke de mooiji. Three aspects of advertising that are prone to influence by culture: 1. The values and motives included in the appeal (the central message: 2. Appeals in advertising connects with some emotion that makes the product attractive or interesting: appeal is also used to describe a general creative strategy e. g. the emphasis on price is an economic appeal. Value paradox as an effective advertising instrument. Statements that seem contradictory but may in fact be true. Values that seem to be paradoxical but can be explained by the configuration with other. Equality paradox dimensions: equality is strong us value but actual behaviour is more about fairness (getting what you deserve) In collectivist culture, the opposing values are freedom and harmony (one must conform to group: freedom paradoxes vary by culture. High power culture like france freedom vs. dependence. Collectivist culture like japan freedom vs. harmony. Feminine culture like netherlands freedom vs. belonging.
