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ICOM 892 Session 8

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If true, this is a classic example of the (misuse of 'independent experts' to ... Her summary of national advertising styles clearly shows the range of difference. ... – PowerPoint PPT presentation

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Title: ICOM 892 Session 8


1
ICOM 892Session 8
  • International Advertising

2
Assignment
  • You should now all have received a message from
    Muhammad telling you what to do. Please follow
    his instructions.
  • You can give me assignment 1 in class but if you
    have put it into W6B or DIC that is OK I will
    get it.
  • I will return them as soon as I can, hopefully
    within a week or two.

3
Guest Speaker
  • The Guest speaker slot has changed to Session 10
    (24 October) we will do Session 10 in week 9.
  • She is Giovanna Vitola from Brazil (Rio Grande do
    Sul) who is correspondent in Sydney for some
    Brazilian TV networks.
  • She has worked in India, Germany and China
    (Olympic Games).
  • Please be punctual and participate. Remember that
    she is our guest and should be treated with
    courtesy.

4
What is it all about?
  • In this session we will look at the special
    problems of international or cross-cultural
    advertising which is very closely related to
    international marketing.
  • International advertisers must take into account
    things like language, culture, stereotypes
    prejudices, tastes, religion, history and
    government policies in other countries.
  • These are non-existent or peripheral in domestic
    advertising except when looking at sub-cultures.

5
Communication
  • Ultimately, any PR, advertising or propaganda is
    a form of communication. Those of you who have
    studied Intercultural Communication will find it
    highly relevant to what we discuss today.
  • The added element is that you not only want to
    communicate a message but also to persuade people
    to accept that message.

6
Advertising Propaganda
  • I have suggested that these are very similar you
    are persuading people to buy a product, a belief
    or a policy. Emotion is a vital factor.
  • Marketing or advertising across cultures needs to
    take into account many of the things we have
    already discussed but we will focus in this
    session on the particular needs of international
    advertising.
  • Advertisements which are very successful at home
    may be a complete flop overseas. Why?

7
Propaganda
  • As your first reading notes, propaganda is a
    feature of our age even if it is called something
    else. We tend to dismiss it as something wicked
    but a more sophisticated approach will be more
    helpful.
  • When does information become propaganda? No
    Government can or should put out press releases
    describing everything it does in minute detail.
    Indeed, hiding unpleasant facts in a mass of
    detail is a common technique people get bored
    and dont read it.
  • The best propaganda is that which appears to be
    something else people tend to distrust handouts.

8
Propaganda(2)
  • Propaganda may select facts which suit the
    argument being put may twist or spin the facts
    or may tell outright lies.
  • Wars provide good examples of propaganda and the
    Iraq war is no exception. Emotions run high in
    wartime.
  • Credibility may be gained by basing your claims
    on obvious truths which you then embroider, by
    appeals to religious or other authorities, or by
    pandering to popular prejudices amongst the
    target audience.
  • If you get caught out in a blatant lie, your
    credibility may be affected but politics is full
    of examples of politicians getting away with the
    big lie in other words, sheer bluff.

9
Propaganda(3)
  • US propaganda over the Iraq war provides many
    interesting insights into how a democracy may use
    propaganda authoritarian regimes have less
    constraints.
  • Consider the various reasons for invasion and how
    they changed. It is clear that outright lies were
    told in some cases and half-truths in others.
    Sometimes it was suggested that there was a
    connection between Saddam and al-Qaeda but this
    was done in such a way that it could be denied.
  • People dont take much interest in things that
    dont affect them directly and therefore are more
    inclined to believe what Governments tell them
    without question. It is easy to get a view
    accepted if it plays to popular prejudice. You
    dont have to get all the votes to get elected.

10
Propaganda (4)
  • The SMH for 21/4/08 cited an NY Times article
    claiming that the US Government has Produced
    military experts to support its Iraq adventure.
  • These people turned out to work for contractors
    and others with a vested interest in saying what
    the Government wanted them to say. The public was
    not told of their Government connections.
  • If true, this is a classic example of the (misuse
    of independent experts to promote your cause.

11
Open and closed societies
  • Governments in open societies may tell lies and
    twist the facts, but there are other sources of
    information available to people.
  • In a totally closed society like North Korea
    (DPRK), people have no way of evaluating or
    comparing what the Government tells them. So they
    are more likely to believe.

12
Culture
  • Most of you will be familiar with the concept of
    culture from other courses you have done and you
    will be aware of some of the pitfalls in
    intercultural communication
  • International advertising is very much about
    intercultural communication but with a specific
    aim persuasion.
  • Advertising can be seen as an arm of marketing.
    Marketing is about selling your products (or
    policies) while advertising is about persuading
    people to buy them.
  • Advertising persuades people to try your product
    but the price and quality must also be
    acceptable. You must also sell the right product.
    You can persuade people to try a new product but
    within limits Israel and Saudi Arabia are not
    likely to become big markets for pork.

13
Where to Begin?
  • As in any domestic advertising campaign, you must
    identify your target audience what they are
    likely to buy and why and what pitch will appeal
    to them. See last sessions checklist.
  • What differs in international campaigns is not so
    much the questions you ask as the answers you
    get. The answers are more complex and varied
    internationally.
  • A major difference is that you are not operating
    within a comfortable and known framework. What
    worked at home may not work abroad. Why?

14
Language
  • Deciding what language to use is not always
    simple. In many countries, the language you use
    will depend on what you are selling to whom. Some
    languages have high prestige in one country and
    low prestige in others (eg Spanish).
  • For example, in the Philippines you would use
    English to sell wine and Tagalog (or other local
    languages?) to sell Giniebra San Miguel. Why?
  • I would like class members to tell us about
    similar examples from their countries or their
    experience.

15
Language (2)
  • Your penultimate reading shows why you need to
    pay careful attention to the translation of your
    slogans. We discussed the Australian Tourist
    Commissions where the bloody hell are you last
    session. In most places it doesnt work.
  • A slogan which fits well in one language and one
    culture will not necessarily work in another.
    Global slogans or even brand names can be
    dangerous. You must get native speakers of the
    language and any relevant dialect to vet anything
    you want to use.

16
Brands
  • Branding is a basic feature of all advertising
    but some cultures seem to be more susceptible to
    it than others.
  • I found people in Southeast Asia very keen on
    getting the right brand. I would, for example, be
    asked by beginners what was the best brand of
    Australian wine to buy.
  • Fashion is a related concept. We are herd
    animals.
  • Some foreign brands and fashions may be
    prestigious while others may not foreign goods
    may be seen as superior or inferior. This can
    vary.

17
Brands (2)
  • Advertisers try to create brand loyalty so that
    people will buy their products and may even pay
    more. For example, generic Pharmaceuticals in
    Australia cost less than brand names even though
    the ingredients are exactly the same. Why do
    people pay more for them?
  • They may feel that a known brand is reliable or
    more effective or just feel emotionally
    comfortable with a familiar name.
  • In some cases, it can be a fashion statement or
    a sign of solidarity with the group.

18
Paradoxes
  • The reading from Marieke de Mooij raises some
    interesting issues. She looks at the global-local
    paradox and at values.
  • For example, in some cultures change is good and
    old is bad whereas in others old is good and new
    is suspicious. Just as we adapt images of Christ
    or the Buddha to look like us, so we may adapt
    foreign products to look familiar. But some of us
    may also be attracted to the exotic.
  • Read carefully what she says about the value
    paradox and the global-local paradox.

19
Product Market
  • I mentioned last session the danger of mass
    produced material for all audiences and de Mooij
    applies this idea to advertising by saying that
    many global advertisers are not market oriented,
    they are product oriented.
  • She also notes that people who are aware of
    sub-cultures in their own country do not always
    apply the same insight to other cultures, e.g.
    youth culture. This is an important point.
  • Her summary of national advertising styles
    clearly shows the range of difference. My
    experience in Southeast Asia suggest that the
    importance of brands probably reflects the
    collective nature of the societies where people
    want to wear and consume what everyone else is
    consuming.

20
Global Brands
  • Markets are people, not products. There may be
    global products, but there are no global people.
    There may be global brands, but there are no
    global motivations for buying those brands.
  • She notes two different motivations for using a
    Sony Walkman in the USA it is used to enjoy
    music without being disturbed by others in
    Japan, it is used to enjoy music without
    disturbing others.

21
Australia
  • Australians like to think they are all equal so
    advertisements featuring ordinary people are
    popular although prestige sells products where
    you want to show that you have made a lot of
    money.
  • Sporting figures are used a lot because they have
    prestige.
  • Humour is also a feature because Australians do
    not like anyone without a sense of humour.
  • What do you think about Australian advertising?

22
Fashion
  • Fashion is not only varies from place to place
    but also from time to time. Therefore, successful
    advertising based on a particular fashion may
    become ineffective when the fashion changes.
  • Things may go out of fashion in one place but
    remain in fashion elsewhere.
  • Fashion may be adapted to local culture or not
    catch on because of cultural differences.
  • McDonalds in most places is a cheap, down market
    joint for children and people in a hurry. When it
    came to Moscow, the beautiful people flocked to
    this exotic locale.

23
Group Discussion
  • Discuss advertising styles in the countries in
    your group.
  • What do you think is effective in your country?
  • Do people want humour in their advertising?
    Authority figures? Sporting figures? Celebrities?
    Foreign or local?
  • If you were running a campaign in Australia for
    a product from your country, what would you do
    differently?
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