Sociology 2172A/B Chapter Notes - Chapter Culture and Advertising Appeals: Collectivism, Toothpaste, Ethnocentrism
27 Nov 2016
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3 aspects of advertising prone to in uence by culture: values and motives included in the appeal (central message, basic advertising form c) Consumers only look at total picture the execution (casting, people, setting, and interrelationships) Success paradoxes: in short term cultures: norm is to show off ones success, ex. 70% world is collectivist most global ad campaigns address people in a direct way, show people alone. Feminine cultures: dreams are seen to be delusions, caring, softness, small, understatements, volvo ads: focusing on family and safety, showing off is negative, men can be shown to be tender, af liation/relationship oriented. Long/short term orientation: short term orientation is re ected in the sense of urgency in u. s advertising hurry dont. Consequences for advertising concepts dimensions have consequences on the effectiveness of advertising appeals appeals can be presented in two dimensional maps showing culture clusters where the appeal will be more or less effective ex.
