It talks about how patriotism and collectivism in Vietnamese culture are reflected in Biti's advertisement!

1. Date: 27/11/2014
Presenter: Bui Bich Phuong

3. Adidas

4. Nike

5. Convert

6. Tommy Hilfiger

7. Creative Recreation

10. CONTENT
I. INTRODUCTION
II. LITERATURE REVIEW
1. Patriotism
2. Collectivism
III. ANALYSIS
1. The ethnic origin
2. The defense against the evaders
3. The slogan
IV. CONCLUSION

12. 1. Patriotism
1.1. Definition
1.2. Classification
1.3. Attributes

13. 1.1. Definition
Love of one's country, identification with it,
and special concern for its well-being and
that of compatriots.

14. 1.2. Two types of Patriotism
Blind patriotism
 Patriotism means
rejecting any forms
of criticism for nation
Constructive
patriotism
 Patriots can question or
criticize towards the
nation to improve it

15. 1.3. Attributes (nature of patriotism)
Loyalty Choice
Sacrifice Belongi-ngness
PATRIOTISM
Perception
of the past
Intention

16. Attributes
Loyalty: unconditional love to nation
Choice: acting patriotically is conscious

17. Attributes
Belongingness: one is a patriot not just
because he was born by accident into that
nation but rather because he adopted the
nation.

18. Attributes
Perception of the past: be well aware of the
nation history and proud of it

19. Attributes
Intention: readiness to action and willingness
to go far beyond expectation for benefits of
nation

20. Attributes
Sacrifice: willing to sacrifice, but his sacrifice
will never be in vain (a patriot is expected to live
for his nation, not to die for it)

21. 2. Collectivism

23. 2.1. Definition
“The degree to which individuals express pride,
loyalty, and cohesiveness in their organizations
or families"
(House et al, 2004, p. 30)

24. 2.2. Sub-dimensions

25. “We” identity
“We” > “I”

26. Filial piety
Respect for one’s parents, ancestors, and
family name

27. Group welfare
Focus on the common good.

28. In-group loyalty
Be faithful to each other through honor,
obedience, and allegiance

29. Relational interdependence
Have a common history and enjoy relationships
of reciprocity

30. Harmony
Stresses conformity
Harmony among people, between people and
nature, and people and the spirit world

31. Face-saving
Protect and honor the reputations of
themselves and others
Maintain self-esteem, dignity, and even
prestige

32. High-context communication
More is said with less words and what is said
tends to be indirect

34. 1. The pride in ethnic origin

35. Patriotism
 Perception of the past
Being proud of your ethnic
origin is the symbol of
patriotism

36. Patriotism

37. Collectivism
 Harmony
Community cohesion

38. 2. The pride in the defense
against the evaders

39.  Patriotism through the pride in a long history of
defense against enemy attacks

40.  Great pride in the history of spirited defense
against enemy attacks
 Tay Son battle
 The long war against America and
France

41.  What is worn in Vietnamese feet has been used
as a representative image to speak up the story
of each period of history.

42.  In Tay Son battle, the soldiers wore straw shoes.

43.  In the war against America and France, the
brave soldiers walked through Truong Son
mountain range with the companion of rubber
sandals.

44. 3. Cultural element expressed in
Slogan
• “Biti’s cherish Vietnamese foot”
( “Biti’s nâng niu bàn chân Việt”)

45. “we”- identity
Not “Biti’s cherish your foot”’ but “cherish
Vietnamese foot”
 Vietnamese people as a nation
 Succeed in gaining the Vietnamese customer
insight ( preference for the “us”; the group’s
advantage”

46. High context communication element
from the message
 The improvement of foot-wear product in
Vietnam

51. The ups and downs of each historical period + the
development of the country
Each step of each human represents each step of
the country on the development ladder.

52. The message
 The position, the appearance of Biti’s product as
companion in the new period
Not stated directly
 “More is said with less words and what is
said tends to be indirect”

53. Conclusion
 Collectivism = patriotism, nationalism, “we”
identity and high context communication”
 evoking customers’ interest
 one of the most impressive made-in-Vietnam
commercials for a made-in-Vietnam brand

55. Sources
• http://www.tlu.ee/~sirvir/IKM/Leadership%20Dim
ensions/ingroup_collectivism.html
• http://www.importanceofphilosophy.com/Evil_Col
lectivism.html
• http://www.gpccolorado.com/collectivism/
• http://saigonact.edu.vn/acten/index.php/news/44
0-hung-temple-festival-culture-and-history-origin