top-rated free essay

Cultural Differences in Marketing and Advertising

By johyssia Dec 09, 2008 435 Words
Cultural Differences in Marketing and Advertising

In class, we were asked to think about how marketing and advertising is affected by cultural differences. Firstly I would like to outline what I think marketing is; to me marketing is the act of doing a series of actions to make a product look attractive to one or more targeted audiences so that they will go out and purchase the product. This being said, it is clear that different audiences will be appealed by different things, especially if these audiences happen to be in different countries. Having only lived in Belgium and France, I can’t really speak from experience and say that I’ve seen how cultural differences affect marketing and advertising seeing as these two countries are very close to each other geographically as well as culturally. However I can speak more broadly about this topic. The first thing which I believe affects marketing and advertising is language. Language is one of the main things you notice when you go to a foreign place. For example in Belgium once you cross a certain geographical point, all the advertisements that you see are no longer in French but in Flemish. This may not be a major point because there are other ways of getting a message across then by using words, however the fact still remains that language can sometimes not only act as a barrier but also be misinterpreted because one word in a certain language could mean something entirely different in another. Secondly, something which also changes across cultures is beliefs. Some countries believe that the number 13 is unlucky; others like Japan think it’s the number 4. The same thing applies to symbols, in Hinduism (and other religions such as Buddhism) the swastika is considered a symbol of peace or prosperity, where as most people now consider the swastika to be a Nazi symbol and thus stand for something quite different.

Another thing which is different among cultures is the degree of liberalness or conservativeness. Europe has a reputation for being more liberal than other countries such as the USA. So in Europe seeing a picture of a woman naked or in a bikini would seem perfectly normal where as in the United States or the Middle East especially it would be seen as highly offensive.

Therefore because every culture is different, if marketers want to be effective they must make sure that they really look at whichever culture they are targeting and consider not only what factors will be considered offensive but also what factors will be alluring to this culture.

Cite This Document

Related Documents

  • Cultural Differences and Global Marketing

    ...Cultural differences and global marketingCultural differences and global marketing The progress of humanity and human beings can be attributed to one important factor and that is the strong capability of human beings to understand and adapt to cultural differences. Respecting cultural differences has brought the human beings close together an...

    Read More
  • Influence of Cultural Differences in Marketing

    ...„ Banking sector in Poland and China” As far as banking sector is concerned, there may be different banking structures, different banking institutions, dependent or independent from government worldwide. In this essay I would like to focus my attention only on banking sector in Poland and China. Why on those countries? Actually, China...

    Read More
  • Cultural Differences in Discourse

    ...Germanic Languages Cultural Differences in Discourse Holovchenko I. ЗA-41 Ostroh, 2013 CONTENTS Introduction………………………………………………………………………3 1. Cultural Gestures………………………………………………………4-5 ...

    Read More
  • Disney Adapts to Cultural Differences

    ...Disney Adapts to Cultural Differences I grew up watching Disney as a kid, and still even enjoy some of the shows that are aired today; I am not ashamed to admit it.. Ok maybe a little bit, but that is beside the point. Disney is the perfect idea for kids of all ages and backgrounds because every story that is told empowers the youth to e...

    Read More
  • advertising

    ... Advertising Introduction: Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service than competing brands or services – or if the advertising in not on behalf of a brand but for instance a public service – to change...

    Read More
  • advertising

    ... Introduction WaterAid is an international non-governmental organisation or company which have works in 27 countries around the world to focus exclusively on improving poor people’s access to safe water, sanitation, and hygiene. WaterAid do have many work of pacific and campaign globally with many partners to realise the waterAid vision of...

    Read More
  • Advertising

    ...Decoding an Advertising Campaign AAMI In this following essay I will be discussing and analysing the advertisement campaign of Rhonda and Ketut created by AAMI car insurance. I will go over the strengths and weaknesses involved, the use of propaganda and further advertising and it’s benefits. 
 In 2011 AAMI launched a campaign which would so...

    Read More
  • Advertising

    ... Advertising is an evolution of techniques and human interaction and is helped with the technological advances and the creation of consumer and customer’s relations; I believe that advertisement has created awareness in the new advanced world we live in that connects all the people. I will discuss the advertisement piece throughout the essa...

    Read More

Discover the Best Free Essays on StudyMode

Conquer writer's block once and for all.

High Quality Essays

Our library contains thousands of carefully selected free research papers and essays.

Popular Topics

No matter the topic you're researching, chances are we have it covered.