This document compares Knorr advertisements from Vietnam and the US based on Hofstede's cultural dimension of individualism vs collectivism. Vietnam scores 20 on individualism, making it a collectivistic country, while the US scores 91, making it highly individualistic. The research question asks how differences in the ads can be explained by this dimension. The methodology is a content analysis of two video ads, one from each country. The results show the Vietnamese ad uses more "we" language and implicit, visual style, while the US ad uses "I" and explicit, verbal style. This difference reflects the audience's differing mindsets in individualistic vs collectivistic cultures.

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!