International Ads: a Look Into French and German Culture
Executive Summary
This essay provides an analysis and evaluation of target markets, content and culture in two international televisions ads as well as two ads produced in the United States. The two product categories or issues being covered by these ads are vehicle safety and beer. The first set of analysis covers vehicle safety features an advertisement from France and one from the United Sates. The second set is about beer advertisements from Germany and United States. All of the advertisements are available for viewing on youtube.com. The evaluation draws attention to the fact that similar products are advertised in vastly different ways depending on the country and the culture to which they are being shown to. When comparing the French and American car commercials, it is easy to see how differently each culture views the issue of safety. In the French ad, safety was to be seen as an abstract issue. On the other hand, in the United States it was clearly laid out. In addition, the French ad used cultural food to symbolize a car rather than actually using cars. The American commercial features a father and his family. The German beer commercial focuses highly on drinking a beer as a relaxation tool, whereas the United States beer commercial was centered on social activity and sports. Focused highly on humor, the American beer ad demonstrates drinking as a social activity. On the other hand, the German beer commercial depicts drinking beer as something to do alone at the end of a long hard day of work.
It can be seen that within these four commercials, obvious differences exist between the ways marketers approach their target market. This is because among each culture there are different sets of norms and beliefs as well as rituals and traditions. These differences play a key role in how advertisements were thought out and developed.
Renault Commercial
Introduction
The first advertisement chosen for analysis was a television
This essay provides an analysis and evaluation of target markets, content and culture in two international televisions ads as well as two ads produced in the United States. The two product categories or issues being covered by these ads are vehicle safety and beer. The first set of analysis covers vehicle safety features an advertisement from France and one from the United Sates. The second set is about beer advertisements from Germany and United States. All of the advertisements are available for viewing on youtube.com. The evaluation draws attention to the fact that similar products are advertised in vastly different ways depending on the country and the culture to which they are being shown to. When comparing the French and American car commercials, it is easy to see how differently each culture views the issue of safety. In the French ad, safety was to be seen as an abstract issue. On the other hand, in the United States it was clearly laid out. In addition, the French ad used cultural food to symbolize a car rather than actually using cars. The American commercial features a father and his family. The German beer commercial focuses highly on drinking a beer as a relaxation tool, whereas the United States beer commercial was centered on social activity and sports. Focused highly on humor, the American beer ad demonstrates drinking as a social activity. On the other hand, the German beer commercial depicts drinking beer as something to do alone at the end of a long hard day of work.
It can be seen that within these four commercials, obvious differences exist between the ways marketers approach their target market. This is because among each culture there are different sets of norms and beliefs as well as rituals and traditions. These differences play a key role in how advertisements were thought out and developed.
Renault Commercial
Introduction
The first advertisement chosen for analysis was a television
Bibliography: Best, R., Coney, K. and Hawkins, D. (2004). Consumer Behavior: Building Marketing Strategy (9/e) Garial, S F., Overby, J W. and Woodruff, R B. (2004). French Versus American Consumers ' Attachment of Value to a Product in a Common Consumption Retrieved October 28, 2007, from http://www.youtube.com/watch?v=dPd- W4M0sqE www.youtube.com. (2007, December 2). Fist Bump. Retrieved October 28, 2007, from http://youtube.com/watch?v=HxC8zycxa4g www.youtube.com. (2007, December 2). Jever "No Other" commercial. Retrieved October 28, 2007, from http://youtube.com/watch?v=E5_zCDPt2uk. www.youtube.com. (2007, December 2). Renault Crash Test. Retrieved October 28, 2007, from http://www.youtube.com/watch?v=Vk-bF40ENH0.