Sociology 2172A/B Chapter Notes - Chapter 7: Collectivism
9 Dec 2016
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Week 7: advertising and culture: culture and advertising appeals. Appeal includes values and motives that define the central message. Advertising is shaped by the culture which it is practices, appeals reflects the values of the culture. The value paradox as an effective advertising instrument. Some values can be recognized as a reflection of culture: self-interest, self- esteem, self-actualization (individualistic characteristics) Belonging is also strong value of individualistic cultures. Paradoxical value statements can be recognized in three ways: 1. Statements that seem contradictory but that may in fact be true. Collectivistic cultures, children dependent on parents longer than risks to succeed) (people take risks to avoid failure) individualistic cultures. In low power distance cultures, freedom means independence. Collectivistic cultures, opposing values are freedom and harmony. Strong uncertainty avoidance culture - too much freedom can lead to chaos. Weak uncertainty avoidance culture freedom breeds success (people take. Short-term oriented cultures (cid:523)high masculinity(cid:524) = desirable to show one"s.
