FOUNDATION OF COMPUTER SCIENCE Chapter Notes - Chapter 3: Geert Hofstede, Masculinity, Femininity
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This ad for coors light clearly targets the subculture for a lesbian sexual orientation. You should note that the various words scattered in the ad are quite positive, and can apply to. Both the subculture identity and the product benefits as well. For example, use of the words energized , refreshing , expressive etc. are designed to connect the brand personality of the brand and the self-concept of members of the subculture. The ad for bud light is a good example of targeting a regional subculture in their promotional messages. The added attempts to portray typical consumers in that region, being reflective of clothing and a fun lifestyle and personality. Hofstede"s cultural dimensions theory was created in 1980 by dutch management researcher, geert hofstede. The aim of the study was to determine the dimensions in which cultures vary: hofstede identified six categories that define culture: