Cross-cultural analysis of the UK advertising content from non-UK perspectives (original) (raw)
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Procedia - Social and Behavioral Sciences, 2014
Since the advent of globalisation, advertisers are faced with a dilemma regarding whether to standardise or localise their advertising strategy. Both strategies present advantages and disadvantages, and the decision is strongly influenced by culture. This paper examines the impact of culture on international advertising from an ad content perspective by interpreting advertising messages and transcribing the embedded values on advertisements. Quantitative content analysis is used to infer a pattern of advertising practices for MNCs. Specifically the ads aired in the UK are compared to those in Malaysia in terms of creative strategy and execution and with locally produced ads in automotive, fast moving consumer goods and banks. Subsequently, the difference of the cultural values embedded in Malaysian ads against UK ads was evaluated. Findings indicate either a partial adaptation or full localisation strategy is necessary for advertising in the Malaysian market. When compared with a local competitor, the results showed a mixed outcome. For some MNCs, creative strategies applied were similar while some were different to those of local companies. Interestingly, the executional elements applied were different from locally produced ads for all MNCs. Findings suggest that more cultural cues were visible in MNC ads in Malaysia as compared to MNC ads which support the idea that culture does have an impact towards international advertising.
Cross-Cultural Content Analysis of Advertising from the United States and India
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A content analysis of advertising in a global magazine across seven countries
Purpose -This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (). Design/methodology/approach -A content analysis of advertisements in local editions of Cosmopolitan magazine compares the extent of standardization in execution elements (advertising copy, models) across product nationality (multinational, domestic) and category (beauty, other). Findings -Local editions deliver more multinational than domestic product ads across all countries, except India. Overall, multinational product ads tend to use standardized strategies and tactics more than domestic product ads, although this propensity varies across countries. Beauty products (cosmetics, fashion) are more likely to use standardized approaches than are other products (e.g. cars, food, household goods).
International Marketing Review, 2007
Purpose -This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (). Design/methodology/approach -A content analysis of advertisements in local editions of Cosmopolitan magazine compares the extent of standardization in execution elements (advertising copy, models) across product nationality (multinational, domestic) and category (beauty, other). Findings -Local editions deliver more multinational than domestic product ads across all countries, except India. Overall, multinational product ads tend to use standardized strategies and tactics more than domestic product ads, although this propensity varies across countries. Beauty products (cosmetics, fashion) are more likely to use standardized approaches than are other products (e.g. cars, food, household goods).
2016
This paper aims to study the role of socio-cultural elements in shaping advertisements in Britain and Iran as both developed and developing countries. This research endeavour stems from two grounding evidences; one is the importance of cultural aspect in shaping marketing practices (see Layton 2007) while most of the extant studies are done in western contexts and the second is the importance of creativity in advertising (El-Murad and West 2004). Hence, in this research by using archival data before and after two formative events in the aforementioned countries (i.e. 1939 World War II in Britain and 1979 Islamic revolution in Iran), and adopting Glavenau (2010) framework regarding creativity as cultural participation, and Moeran's work (2011) regarding the role of socio-cultural conditions on creativity in cultural production sites like advertising, the aim is to show the manifestation of socio-cultural elements on ads and claiming that ads can shape and being shaped by the culture (i.e. ads as cultural artefacts). The findings also can provide a good standpoint to consider how advertising practitioners can use cultural elements as a source for crafting new ideas that can be introduced to the culture.
International advertising : how do culture and globalisation affect management decision-making
1989
Research of Other Academics Repeated 27 Expected Value of the Work 28 Originality of the Work 29 Structure of the Thesis 30 Tables, Appendices and Bibliography 31 PART 1: FOUNDATIONS Chapter 1 Objectives and Methodology of Study 34 4.3.3 Keegan 108 4.3.4 Kotler 113 4.3.5 Porter 114 4.3.6 Ohmae 117 4.3.7 Buzzell 118 4.3.8 Hamel and Prahalad 119 4.4 Synthesis and Definition 119 4.4.1 Definitions of Globalisation 120 4.5 Research Issues and Scope for Theory Development 123 Chapter 5 Culture, Globalisation and International Advertising 127 Advertising/Marketing Communication 132 5.3.4 Empirical Research 133 5.4 Cultural Differences 133 5.4.1 Management's Cultural Roots 135 5.4.2 Culture-Bound Sub-Cultures 137 5.4.3 Cultural Differences Affecting the Acceptability of the Product to be Advertised 139 5.4.4 Cultural Differences Affecting Advertising / Marketing Communications 141 5.4.5 Cultural Differences Covering Advertising Approaches and Tools 5.