International Advertising

1
International Advertising

• Culture

2
Housekeeping

• To do
• Read Jones (chap 5 Packet)
• 2nd assignment (2/21)
• This week
• M Culture, video
• W Values
• F Values

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Today

• Extra points activities
• 2nd Assignment
• Now you can choose the country
• First part of final project
• Get personal data of all members
• Get organized
• Meet your consultant

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Extra points activities

• 1st part
• Keep a diary of one day in your life
• Sat/Sun might be better
• Explain what happened/ NO analysis
• Due date 02/10
• 2nd Part
• Analyze, using your knowledge about culture, two
  of the activities that you recorded in your
  personal log.
• Due date 02/14
• You need both parts to get the extra credit
• Both parts 4 correct question for your 1st test

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Extra points activity

• You have to immerse in a different culture
• Go to an unfamiliar student association
  meeting/event
• http//www.union.ufl.edu/sac/eventcalendar.asp
• Ask for permission to observe.
• Explain the purpose
• Explain the benefits that youre going to obtain
• Get the email/phone from one of the leaders of
  the association

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• Observe and record all that you see
• Describe people, activities and environment
  thoroughly
• DO NOT ANALYZE!
• Now compare and contrast your findings with your
  expectations of similar meetings/events.
• Maximum of 4 pages
• If you turn this project by March 5, you will get
  5 correct questions for your exam 2.

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What is Culture?

• The values, attitudes, beliefs, artifacts, and
  other meaningful symbols represented in the
  pattern of life adopted by the people that help
  them interpret, evaluate and communicate as
  members of society.
• Rice
• The collective mental programming of the people
  in an environment. Culture is not a
  characteristic of individuals it encompasses a
  number of people who were conditioned by the same
  education and life experience.
• Hofstede

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What is Culture?

• Culture is best seen not as complexes of
  concrete behavior patterns customs, usages,
  traditions, habit clusters but as a set of
  control mechanisms plans, recipes, rules,
  instructions for the governing of behavior.
• Geertz

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Cultural Universals

• Wishful thinking of international marketers.
• Belief that people around the globe have
• Same needs
• Same aspirations
• Same mental make-up

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Manifestations of Culture
Symbols
Heroes
Rituals
Expressions of culture

• Values

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Selective Perception

• People focus on certain features of their
  environment to the exclusion of others.
• Function of training, learning and cultural
  experience, resulting in
• 1. We see what we want to see.
• 2. We perceive what we expect.
• 3. We dont see see what we cannot see.
• 4. We get confused when things are different than
  expected and draw wrong conclusions.

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Stereotyping

• Mentally placing people in categories.
• Functional
• Acceptance as natural process to guide
  expectations.
• Dysfunctional
• Usage to judge individuals incorrectly.
• Seeing individuals only as part of a group.

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• South
• Slow talkers
• Narrow thinkers
• Country
• Talk about the civil war

• North
• Talk faster
• Rude
• Yankees
• Mean

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Thinking Patterns and Intellectual Style

• More than one way of logical thinking.
• Different cultures apply different ways of
  gathering and weighing evidence.
• Different cultures present viewpoints
  differently.
• Different cultures reach conclusions their own
  way.

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Language

• Two ways of looking at the language culture
  relationships.
• 1. Language influences culture (OR)
• 2. Language is an expression of culture
• We do know that language reflects
• Manifestations of culture
• Expressions of culture
• Values of culture

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Signs, Symbols and Body Language

• Three basic types of sign (Pierce)
• Icon sign that bears resemblance to its object
  (diagrams, airport signs).
• Index sign with direct existential connection to
  object (smoke is an index of fire).
• Symbol sign whose object connection is a matter
  of convention or rule (words, red cross)
• Semiotics is the study of signs and symbols
• Gestures with positive meaning in one culture can
  be embarrassing in another.

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Imagery and Music

• Imagery is the use of pictures and symbols as a
  way of conveying meaning.
• It is based on pictorial convention.
• Music is another aspect of culture.
• Although many types of music have proved able to
  travel, cultures tend to have their own rhythm.
• A peoples music is inseparable from their lives
  and songs represent an important part of their
  identity.

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Global Culture

• More superficial aspects of culture (symbols,
  rituals) can travel.
• Created false belief in global culture, created
  by multinationals.
• But is indeed shared corporate culture, existing
  at the level of heroes and rituals.
• Defined cultures have strong emotional sense of
  belonging, shared identity.
• Global cultures cannot refer to such a common
  identity.

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Why analyze culture?

• Avoid objections from other cultures to your own
  ideas by finding similarities.
• Understanding and classifying cultural
  differences require specifics within culture.
• Similarities can then be found by making
  generalizations.
• Can be used as an instrument to make comparisons
  between and to a cluster of cultures according to
  behavioral characteristics.

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Ethnocentrism

• Refers to the tendency to think that the
  home-country people are superior to people of
  other countries.
• We do it better.
• My way of doing it is right, your way is wrong.

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Two Ways of Looking at Culture

• EMIC approach is SPECIFIC.
• It describes behavior of ONE particular culture.
• ETIC approach is GENERAL.
• It uses external criteria to describe and compare
  behavior of different cultures.

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High-Context Cultures

• Most information is either part of the context or
  internalized in the person.
• Message is economical, fast, and efficient.
• High use of symbols. Messages are implicit.
• More predictable, if you are familiar.
• Relationship between high-context and
  collectivism in culture.

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Low-Context Cultures

• Messages are carried in the explicit code of the
  message.
• Demonstration of high value and positive
  attitudes towards WORDS.
• There is a high use of WORDS.

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Why do we need to know contexts?

• Helps to understand differences between cultures.
• Most Asian cultures are high context (China,
  Japan).
• Most Western cultures are low context (US,
  Germany).
• Verbal versus non-verbal communication.
• Direct versus indirect advertising.
• Use of symbols versus facts and figures.

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Dimensions of Time

• Each culture has its own concept of time.
• Time is a core system of cultural, social, and
  personal life.
• Each culture has its own unique time frame.
• Different concepts of time can explain
  differences in behavior.

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Long-Term versus Short-Term Thinking

• This dimension of time is about decision making
  and action taken based on those decisions.
• One can make up his mind quickly and things
  happen rapidly.
• One may take a long time to make up there mind
  and a lag of time between decision and related
  action.

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Orientation Toward the Past, Present and Future

• PAST Belief that the past is preserving history
  and continuing past traditions.
• PRESENTAt no given time is it possible to
  isolate time from the events that led up to it
  and that flows from it.
• FUTURE It is a guide to present action, although
  the time-horizon is short-term. The old is easily
  discarded and the new embraced. Most things are
  disposable.

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Linear or Circular Time

• Linear
• Time can be conceived as a line of sequential
  events (Western perspective).
• Circular
• Time can be seen as cyclical and repetitive,
  moving in seasons and rhythms (Asian perspective).

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Monochronic and Polychronic Time

• Monochronic
• Tend to do one thing at a time.
• Organized and methodical.
• Culture tends to be low-context.
• Polychronic
• Tend to do things simultaneously.
• These cultures tend to be high-context.

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The Cause and Effect Paradigm

• Things dont just happen, something makes them
  happen.
• Symbolic and mystical explanations are not
  accepted.
• Things must be concrete and measurable.
• This concept is typically American.

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Time as Symbol

• Time is money.
• Time is a symbol of status.
• To be kept waiting in M-time cultures is
  offensive.
• Waiting ones turn is common in M-time.
• P-time one doesnt wait ones turn.
• Instead one uses friends, intermediaries.

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Relationships between Humanity and Nature

• Mastery-over-nature
• Man is to conquer nature.
• Harmony-with-nature
• Man is to live in harmony with nature.
• No distinction between human life, nature, and
  the supernatural. Each is an extension of the
  other.
• Subjugation-to-nature
• Man is dominated by nature.
• The belief that nothing can be done to control
  nature.
• Supernatural forces play a dominant role in
  religion.

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Hofstedes Five Dimensions of Culture

• Dimensions are measured on a scale of 0 to 100
  (index).
• Dimensions came out of data collected by IBM
  analyzed by Hofstede.
• Data originally collected to understand
  work-related values.
• IBM wanted to know why some concepts of
  motivations did not work in different countries.

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Hofstedes Five Dimensions of Culture

• Expanded to apply to consumption-related values.
• Results have shown that product and related
  behavior data are linked to culture.
• Since 1997, Hofstede questions are included in
  the European Media Marketing Survey.
• This provides a direct link between culture
  marketing data to EMS subscribers in 17 countries.

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Power Distance (PDI)

• Extent to which less powerful members of a
  society accept and expect that power is
  distributed unequally.
• PDI influences the way people accept and give
  authority.
• Dont confuse it with the Western concept of
  authoritarianism.
• Degree of power distance tends to decrease with
  increased levels of education. Relative
  differences between countries are not expected to
  change due to the stability of cultural values.

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Low PDI Cultures

• Cultures which score low on PDI have a negative
  connotation with authority.
• Low score on PDI indicates that culture stresses
  equality in rights and opportunity in the
  workplace.
• Superiors subordinates have rights
  responsibilities spelled out in contractual
  agreements (ex. US).

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High PDI Cultures

• Large PDI cultures perceive a hierarchical order
  in any relationship.
• Inequality is accepted.
• Status is important for showing power.
• Older persons are important because of respect to
  age.

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Examples of PDI

• Low Power distance - the US, Austria, Denmark,
  Hungary
• High Power distance - Japan, India, Malaysia,
  Mexico, France

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Individualism/ Collectivism (IDV)

• People looking after themselves their immediate
  family.
• VERSUS
• People belonging to in-groups that look after
  them in exchange for loyalty.

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I Cultures

• I cultures - express private opinions.
• Self-actualization is important.
• Individual decisions valued more highly than
  group decisions.
• More explicit, verbal communication - low-context
  cultures.
• Strict division between private life/work life -
  private time work time.

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C Cultures

• C cultures are WE cultures.
• Identity is based on social system.
• Avoiding loss of face or shame.
• C cultures are high-context.
• Social norms or in-group valued more than
  individual pleasure.
• No strict divisions between work and private life.

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Masculinity/Femininity (MAS)

• Dominant values in a masculine society are
  achievement success.
• Dominant values in a feminine society are caring
  for others the quality of life.

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M Cultures

• M cultures stress for performance and
  achievement.
• Children learn to admire the strong.
• Being a winner is a positive.
• Ex. US, Germany, Japan

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F Cultures

• F cultures - more service oriented .
• Not supposed to hurt people.
• Children learn to have sympathy for the loser.
• Core value is modesty.
• Ex. Sweden, French, Dutch, many Spanish cultures
  

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Uncertainty Avoidance (UAI)

• Extent to which people feel threatened by
  uncertainty and ambiguity and try to avoid these
  situations.
• Some cultures tolerate uncertainty better than
  others.
• Cultures with strong uncertainty avoidance scores
  have lots of rules and formality to structure
  life.

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Strong UAI Cultures

• Strong UAI cultures search for truth.
• Belief in experts.
• Communication is formal.
• Conflict and competition are threatening.
• Persons have higher level of anxiety.
• Show of emotion is accepted.
• Ex Germany, Austria, Japan

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Weak UAI Cultures

• Weak UAI cultures believe in few rules as
  possible.
• Believe more in generalists common sense.
• Less ritual behavior.
• Ex. Britain, Sweden, Hong Kong

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Long-Term Orientation(LTO)

• The extent to which a society exhibits a
  pragmatic future-oriented perspective rather than
  a conventional historic or short-term point of
  view.

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High LTO Cultures

• Persistence in behavior.
• Ordering relationships by status .
• Observing this order.
• Thrift
• Sense of shame
• Ex. most Asian countries, particularly with
  large Chinese populations

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Low LTO Cultures

• Personal steadiness and stability.
• Protecting your face.
• Respect for tradition.
• Reciprocation of greetings, favors and gifts.
• Focus on pursuit of happiness.
• Ex. most Anglo-Saxon societies

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Cultural differences

• U.S.A.
• M-time
• Linear time-pattern
• Low-context
• Below average on PDI
• High on IDV
• High on MAS
• Weak in UAI
• Short term orientation

• Japan
• P-time culture
• Circular time concept
• High-context
• Above average on PDI
• Low on IDV
• High on MAS
• High in UAI
• Long term orientation

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India
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US