Comparison of knorr advertisements based on Hofstede's dimension

1. COMPARISON OF KNORR ADVERTISEMENTS
BASED ON HOFSTEDE’S DIMENSION OF
INDIVIDUALISM AND COLLECTIVISM
Ha Anh Tran - MIC

2. Individual Index
Vietnam: 20 – Collectivistic country
USA: 91 - Individualistic country

3. RESEARCH QUESTION & METHODOLOGY
 Research question:
 How can differences in Knorr Advertisements of Vietnam and the US be
explained by Hofstede’s cultural dimension of
Individualism/Collectivism?
 https://www.youtube.com/watch?v=xwx7NnPQ44U
 https://www.youtube.com/watch?v=WlLGU1kxsbA
 Methodology: Conten Analysis
 Analyze each video seperately
 Make comparison
 Apply Hostede’s dimension

4. RESULT
 “We” & “I”

5. RESULT
 Flavor Interest
 “What are your favorite flavors?”
 “I always remember what my daughter likes as you
remember what your children like.”
 Explicit, Verbal Style & Implicit, Visual Style

7. CONCLUSION
 How explain?
 Audience’s mindset
 Preference for communication style
 Limitation
 Limit of sample quantity
 Only one out of six dimension

8. THANK YOU!