Summary of the course CM2049, including mandatory readings, lectures' notes (some are missing). The summary itself is set up by week, meaning that the book's chapters are not in order.
Exam outcome: 7.3 out of 10 (first exam) - 50% class failed at first (below 5.5 out of 10).
2023's updates: ...
CM2049 – Global Advertising
Week 1: Introduction
Advertising as marketing
- Market: to place/establish on the market; seeking to increase sales of a product by
means of distribution and promotion strategies
o To promote the public image of a person or org
- Advertising: generating visibility, attention, engagement on some medium/platform
Multinational company: a corporation that has operations and/or offers services in more than
one country or is registered in more than one country
- Why global? Think globally, act locally – things are the same but might be slightly
different per country
o Any company seeks to expand its activities outside its original country because of
insufficient economic chances
o Adapt global concepts to local contexts
Standardized market: advertising agencies should treat the whole world as a single market
- One advertisement everywhere, only the language has to change
- Why? Cost effective and one brand image/advertisement worldwide
Linguistic and …
- Problem in translating can be very problematic i.e. ‘got milk?’ in English = ‘are you
lactating’ in Spanish
- In practice, defining what we mean by ‘culture’ or ‘cultural difference can be
challenging’
Pollay’s Hypothesis: advertising can act as a distorted mirror in a society by presenting
unfavorable traits i.e. covetousness, materialism, etc. since the emphasis is on enhancing values
that encourages the sale of goods
Anerjee’s 4 global advertisement types
- International advertising: advertisements made and disseminated in another country
- Multinational advertising: multinational brands i.e. Nestle, Colgate; the development of
such advertisements is usually centralized in headquarters where strategic planning is
done
- Transnational advertising: the development of the multinational brand is done in a more
participatory and decentralized manner with input from consumers and local experts
- Multidomestic advertising: brand has same project in different countries but has
different development and standardization
o Advertising for such brand varies significantly from one country to another,
based on the marketer’s strategic intention and set of circumstance
,Week 2: Chapter 4 – Dimensions of Culture
- Everything tend to be related to cultural values, and different cultures approach things
differently
- Marketing – understanding differences in consumer behavior, brand strategies, and
communications – help vocalize culture
Classifying cultures
- Can be described to the descriptive characteristics of their institutions or classified into
value categories or dimensions of national culture
- Function of cultural dimensions: they group together a number of phenomena in a
society, based on statistical relationships
o Dimensions that order cultures meaningfully must be empirically verifiable and
more or less independent
Dimensions of national culture
- Most common dimension used for ordering societies: their degrees of economic
evolution or modernity, ordering societies from traditional to modern
- World values in 2 broad categories; they’re totally unrelated and independent
o Traditional vs. Secular-rational
o ‘Quality of life’/postmaterialist attributes ranging from Survival to Well-being
o Patterns of basic problems: common to all societies and have consequences for
the functioning of groups and individuals
o Value orientation/Value categories: (1) perception of human nature (good/evil),
(2) relationship of man to this environment (subjugation-mastery), (3) time
orientation (past-present), (4) orientation toward the environment (being and
doing), (5) orientation toward human relationships (hierarchical-individualistic)
- [Trompenaars] Culture: a way in which a group of people solves problems
- [Fiske] Elementary forms of sociability that occur within and across cultures: communal
sharing, authority ranking, equality matching, and market pricing
- [Hall] Patterns of culture are based on context, space, time, and information flow
o Context is useful for understanding communication behavior and advertising
across cultures
Models applied to cross-cultural marketing and advertising
- [Hofstede] Independent dimensions of national culture: (1) power distance, (2)
individualism/collectivism, (3) masculinity/femininity, (4) uncertainty avoidance, (5)
long-/short-term orientation, and (6) indulgence/restraint
o Resulting from a large database without prior theory (inductive)
- [Schwartz] 7 value types that can be viewed as 3 dimensions
o Embeddedness vs. intellectual and affective autonomy
o Hierarchy vs. egalitarianism
, o Mastery vs. harmony
- GLOBE: a cross-national project for the study of
leadership and societal culture
o Nine cultural dimensions that are
similar to Hofstede’s: (1) uncertainty
avoidance, (2) power distance, (3,4) 2
types of collectivism, (5) gender
egalitarianism, (6) assertiveness, (7)
future orientation, (8) performance
orientation, and (9) human orientation
o Resulting from developed a theory
initially, based on existing ideas
(deductive)
High- and low-context cultures
- High-context communication: most of the information is part of the context or
internalized in the person; very little is made explicit
o Economical, fast, and efficient, task oriented
o Time must be devoted to programming; no programming = communication is
incomplete
o Unknown high-context culture can be completely mystifying unknown symbols
are important
o Also defined as inaccessible to the outsider
o In advertising, symbolism or indirect verbal expression are found
- Low-context communication: the information in a message is carried in the explicit
code of message
o Characterized by explicit verbal messages à effective verbal communication is
expected to be direct and unambiguous
o Low-context culture demonstrate high value and positive attitudes toward words
o Rhetoric as the central importance on the delivery of verbal messages
o In advertising, argumentation and rhetoric are found
o Words, sentences, and pictures have different meanings depending on the
context in which they’re embedded
- [Hofstede] Correlation between collectivism and high context in cultures
o In collectivistic cultures, information flows more easily between members of the
group, and less need for explicit communication than in individualistic cultures
- Most Asian cultures are high context i.e. Japan and China
- Most Western cultures are low context i.e. Germany, Switzerland, USA
Dimensions of time
- Different cultures have different concepts of time
, - Time: a core system of cultural, social, and personal life
o Each culture has its own unique time frame which influences how people deal
with specific aspects of time in daily life
o Rubber time: refer to a laid-back attitude about appointments
o Manana: refer to a Latin American time frame in which ‘the business of today is
put off to tomorrow’
o Anglo time: time is money, and punctuality is highly valued
- [Hall] Time as an expression of culture: an explanation of differences in behavior and
language; different types of time
o Biological time: light-dark/day-night, hot-cold/summer-winter
o Personal time: how time is experienced
o Sync time: each culture has its own beat
- Different concepts of time can explain significant differences in behavior
Closure: a task must be completed, or it’s perceived as ‘wasted’ – something Americans are
driven to achieve
- Turkey, Southern Europe, etc. where unfinished houses are normal, and that extra
rooms will be built only when family needs arise
- American novels/films always have a ‘happy ending’, including solutions to problems
(rare in Japanese novels)
Time orientation toward the past, present, or future
- North Americans tend to be future oriented – the future is a guide to present action,
although the time horizon is short term
- Many Europeans are past oriented – they believe in preserving history and continuing
past traditions
- Japan has a very long-term future time horizon, but they look to the past for inspiration
- Chinese tend to combine both the past and future in 1 holistic view of life, including
reverence for their forefathers and long-term responsibility for future generations, but
they have less respect for cultural history
- Indian world refers to a future and destiny as an aspect of time – Western world see this
as superstition and ignorance
- Most cultures in sub-Saharan Africa are short-term oriented
o Time is a composition of events that have occurred, events that are taking place
now, and events that are immediately to occur
o Future is absent because events which lie in it have not taken place
o Time is not abstract but part of the present that includes manifestations of the
ancestral, the living, and the unborn
o Open-handed generosity is a much admired virtue and the big spender is
admires and derives respect and status from being generous
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