Bla Final

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A ppt for our block assignment about cultural differences shown in advertisement.

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  • We have prepared a presentation of beer advertisments-two dutch ones and one german one-which reflect cultural values.
  • Bla Final

    1. 1. Block assignment 1: Integrated Assignment Cultures in Images, Images in Cultures Intercultural Text Analysis Beer Advertisments in Germany and The Netherlands by Nienke Kruit and Hannah Lambeck
    2. 2. Dutch culture <ul><li>more linear </li></ul><ul><li>more experience </li></ul><ul><li>more doing </li></ul><ul><li>more sequential </li></ul>by Nienke Kruit and Hannah Lambeck
    3. 3. Dutch culture <ul><li>low context </li></ul><ul><li>result orientated </li></ul><ul><li>inner/outer directed </li></ul><ul><li>individualistic </li></ul>by Nienke Kruit and Hannah Lambeck
    4. 4. German culture <ul><li>more experience </li></ul><ul><li>more linear </li></ul><ul><li>more sequential </li></ul><ul><li>more monochronic </li></ul><ul><li>more nature dominating </li></ul><ul><li>inner/outer directed </li></ul>by Nienke Kruit and Hannah Lambeck
    5. 5. German culture <ul><li>more individualistic </li></ul><ul><li>more monochronic </li></ul><ul><li>more doing </li></ul><ul><li>more result-orientated </li></ul><ul><li>more low-context </li></ul>by Nienke Kruit and Hannah Lambeck
    6. 7. Analyzing the Dutch commercials <ul><li>low context </li></ul><ul><li>result orientated </li></ul><ul><li>inner/outer directed </li></ul><ul><li>It is not only appealing to the Dutch culture but also to other cultures represented in the Netherlands </li></ul>by Nienke Kruit and Hannah Lambeck
    7. 8. by Nienke Kruit and Hannah Lambeck
    8. 9. Analyzing the Dutch commercials <ul><li>individualistic </li></ul><ul><li>low context </li></ul><ul><li>result orientated </li></ul><ul><li>inner/outer directed </li></ul><ul><li>it is appealing to the Dutch culture because it shows an innovation </li></ul>by Nienke Kruit and Hannah Lambeck
    9. 10. by Nienke Kruit and Hannah Lambeck
    10. 11. analyzing the German commercial <ul><li>setting represents subculture </li></ul><ul><li>more low-context </li></ul><ul><li>quality </li></ul><ul><li>delight, vitality </li></ul><ul><li>confidence: doing (trust in own skills) </li></ul>by Nienke Kruit and Hannah Lambeck
    11. 12. <ul><li>generally result-orientated, but tendency to relationship-orientation in subculture </li></ul><ul><li>slogan: translation difficulties due to cultural and linguistic differences („at home“) </li></ul><ul><li>appeals mainly to Southern subculture and beer drinking people, hence not to me </li></ul>analyzing the German commercial by Nienke Kruit and Hannah Lambeck
    12. 13. comparison <ul><li>similar: both Northern European </li></ul><ul><li>large-scale societies </li></ul><ul><li>low-context </li></ul><ul><li>individualistic </li></ul><ul><li>slight difference: doing vs. being </li></ul><ul><li>quality of result vs. accomplishing </li></ul>by Nienke Kruit and Hannah Lambeck
    13. 14. adapting the amstel commercials to German culture <ul><li>synchronising </li></ul><ul><li>no change needed for young audience </li></ul><ul><li>focus on quality for broad audience </li></ul>by Nienke Kruit and Hannah Lambeck
    14. 15. adapting Erdinger commercial to Dutch culture <ul><li>synchronise or subtitle </li></ul><ul><li>explain why the product is special </li></ul><ul><li>change the setting </li></ul>by Nienke Kruit and Hannah Lambeck
    15. 16. The End by Nienke Kruit and Hannah Lambeck

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