1. Chapter 3 Values and Culture American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine
2. Chapter 1 Objectives Define the key terms value and culture Explain the importance of the value in global marketing and advertising
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13. The Value Paradox: the desirable and the desired The desirable The norm, what ought Words Approval, disapproval What is good, right For people in general Ideology The desired What people want for themselves Deeds Choice Attractive, preferred For me and for you Pragmatism
44. Creating Ads for Global Markets Campaign Transferability Debate Too expensive to create a unique campaign for every nation Success requires creating a unique campaign for each market or Translating Copy Translator must be an effective copywriter Translator must understand the product Translate from learned language into native language Advertisers should provide easy-to-translate copy
66. Layers of culture 7- Individual behaviour/ decision maker Company culture Business/industry culture National culture
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70. Sensuality and touch culture in Saudi Arabian versus European advertising 7-
71. Three Dimensions of Culture IDEAS McDonalds USA McDonalds Saudi Arabia “ When we go out to eat, which of us wants to go through the cumbersome process of trying to insert the food into our mouths by lifting the veil a crack, smearing ketchup and sauce over our clothes and faces? We appreciate our own eating sections, which most restaurants have, not just McDonald's, because we can be comfortable there without men glimpsing our faces.” -- Susan Aykurt, Woman Living in Saudi Arabia NORMS MATERIAL CULTURE
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Editor's Notes
IDEAS – Theories about how the world operates (scientific knowledge), strongly held notions about what is right and wrong (values), and traditional beliefs, legends, and customs (folklore). Marketers must understand and take into consideration a soceity’s ideas to properly communicate to them and motivate them. NORMS – Specific rules of behavior. Folkway (everyday behavioral norms). Folkways differ country to country. Laws are codified norms. Even what is considered scientific methods and standards varies country to country. Norms affect buyer behavior in a country. MATERIAL CULTURE – Things produced by a culture. Africa houses – one region square houses with thatched roofs or roofs of corrogated metal. In another region round houses with steep pitch roof. “We have always produced them this way.” Marketers produce the material culture that embody a society’s ideas and norms. Example – Ask class what USA ideas they associate with McDonalds. Students usually mention convenience, immediate gratification, value, and STANDARDIZATION. Point out that every customer is normatively treated the same—served the same food in the same way for the same price in the same place. McDonalds’ buildings are part of the material culture that they produce that reflect this norm—there is one place where customers order food and one dining room. In Saudi Arabia, it is not normative to serve men and women in the same place. There are “family rooms” for women and children. McDonalds had to adapt to the local norms of Saudi Arabia and adapt the material culture it produces. McDonalds in Saudi Arabia have family rooms where women and children eat. This issue sparked a debate in the Washington Post in 2001-2002. The quote comes from an editorial response written by a woman living in Saudi Arabia. To read about this debate, check out the following articles: King, Colbert I. 2001. “Saudi Arabia’s Apartheid” Washington Post 12 December: A23. -----. 2002. “When in Saudi Arabia…Do as Americans Do” Washington Post , 2 February: A23. Aykurt, Susan. “Walk a Mile in Our Abayas” Washington Post , 12 February: A 24.
