Sociology 2172A/B Chapter Notes - Chapter -: Tarento, Indirect Approach, Femininity
5 Dec 2018
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Three aspects of advertising styles that are each prone to influence by culture: the central message, the basic advertising forms, the execution casting, setting and interrelationship. Appeal in advertising = comprehensive concept: connection with some emotion that makes the product particularly attractive or interesting, general creative strategy, reflect the values of the culture. Culture specific appeals can be explained using the hofstede dimensions. The value paradox as an effective advertising instrument. A reflection of culture: individualistic, belonging. Advertising appeals or claims may represent two opposing statements about values: the desirable and the desired. What people think ought to be desired and hat people actually desire. Equality is a strong desired value of us culture, but the actual behaviour of americans does not show equality american behaviour = fairness: people get what they deserve if they work hard results in inequality. Short-term oriented culture + masculinity = natural to show off: show your neighbours .
