Intercultural communication through advertising
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This document discusses intercultural communication styles categorized by Richard Lewis's linear-active, multi-active, and reactive cultural models. Examples are provided for each category, including Glasses eye exams representing linear-active cultures that value direct communication and individualism. Coca-Cola and Mexican volunteering represent multi-active cultures that are more emotional, collectivist, and short-term oriented. Honda is used to exemplify reactive cultures that communicate modestly and value long-term vision and group success over individual achievement. Geert Hofstede's cultural dimensions are also referenced to analyze each example in terms of masculinity, power distance, individualism/collectivism, and time orientation.
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Intercultural communication through advertising
- 1. Intercultural Communication Cindy Coroller, Thomas Malice, Axel Stepman, Stef Stubbe, Maxim Van Eeckhoutte
- 2. Table of contents Linear-active cultures : Glasses KFC Blush Lingerie Multi-active cultures : Coca-Cola Mexíco ANT Voluntering Reactive cultures : Honda Cup Noodle Honda
- 4. Tv-commercial • And how bad are your eyes • They come to a free test • Their opticians • Richard Lewis: Direct, Cold & Crude Quiet/Unemotional • Geert Hofstede: Masculine culture Individualistic Short term profit
- 5. Slogan • An American slogan • KFC food chain • Richar Lewis: Masculine society Values money, success, competition • Geert Hofstede: Minimize power distance Individualism
- 6. Written ad • Richard Lewis: Polite but direct Factual & Cool Funny but sincere • Geert Hofstede: Masculine attention Direct communication It’s your individual responsibility to uncover the truth
- 8. Tv-commercial • Richard Lewis: 1:30 min of non stop talks Axis to friendships Emotional • Geert Hofstede: Collectivism Low power distance
- 9. Slogan • Richard Lewis: • Mexican slogan • Seems international • With a closer look : Plays with emotions Curiosity, warmly, friendly, mysterious • Geert Hofstede: Short term orientation Wanderlust
- 10. Written ad • Richard Lewis: Shocking & Emotional Displayed Feelings Value of life People –Oriented • Geert Hofstede: Volunteering <> Individualistic Respect for history and tradition
- 12. Geert Hofstede model Japanese example
- 13. Tv-commercial • Richard Lewis: Modest & sincere Looking back in history for examples Vague • Geert Hofstede: Long term vision Masculine society
- 14. Slogan • Richard Lewis: Vague communication (no facts) Modest • Geert Hofstede: Long term vision Masculine society (success & achievement)
- 15. Written ad • Richard Lewis: Unclear communication Group feeling WE • Geert Hofstede: Masculinity Strong use of words Long term vision
- 16. and …
Editor's Notes
- We can clearly define the linear active behavior here in this advertising because it is very direct, cold and crude. But more, this man is very quiet and don’t speak at all, so, it’s one particularity to linear active people.He is oriented to his task and unemotional. Connected with Hofstede’s model, German corresponds to a masculine culture with strong feminine undertones. They are individualist as we see on this ad. As a linear active country is, German is focused on short term orientation: short term profit is desirable. But Germany is not as far as masculine than the United States. http://www.youtube.com/watch?v=rMVI7drcF0Y
- It corresponds to the KFC fast food chain: an American company which also matches to linear-active country. United States: masculine society (though women have the equal rights in that country. Masculine cultures are dominated by values, such as money, success, assertiveness and competition. In relation to the Hofstede model, linear-active countries minimize power distance: of course the American society is primarily profit-oriented. Americans also are individualism and think about their happiness.
- German Ad for Lingerie brand “Blush”. It’s brought very politely, in a formal letter style. There’s a hint to the topical event concerning Edward Snowden wich makes it funny but also clever and a bit sincere. The ad wants to draw your to attention by the funny thing they say but really they want you to take the brand serieously! Because what you might discover might be illegal to know. Now if we compare this to Lewis’ model we see that the advertisment is very straight forward, it’s funny but still serious because they put Edward Snowden in it. In accordance with Hofstede’s dimensions we see it draws masculin attention, it’s directly communicated. We all now what they are talking about. And a linear active country is very individual wich also means it’s every citizen’s duty to uncover the truth!
- Here a Spanish advertising, as we know Spain is a multi-active country. And this video resumes some characteristics of the culture. We have almost 1 min and a half of non-stop words, which talk about emotions, that the drink give you. Without talking about the product, Coca-Cola, itself until the very end. Compared to the Hofstede’s model, we see that the video is focusing about the collectivism, because at the end the best moment of life is the sharing a Coca-Cola with your friends. And also the power distance seems very low. http://www.youtube.com/watch?v=21Umdxs5bZU
- It might not seem really multi-active, because this ad is for the international travelers. But if you take a closer look, we can see that the colors are very warm and friendly. And also a little bit mysterious, because of the drawing inside the letters that plays a little on the emotions like curiosity, happiness linked with holidays. Also with the Hofstede’s model, with the long / short term orientation, the slogan is based on short term impact. It wants to play with your curiosity and expect that you’ll google about Mexico, or visit the website and maybe give you the wanderlust (the desire to travel) out there.
- Italian Ad about Volunteers working with cancer patients in their own environment. Italy is a very Multi-active country according to Lewis’ model. Looking at this ad you can see a bald Mona Lisa is shocking, it triggers emotion but it also displays feelings! The multi active countries are very people-oriented which is offcourse very important when you’re volunteering to help others. So unlike what Hofstede tell’s us about Italien people they are not really individualistic but rather bonded with family and friends. Although Italy is a Masculine country competing with others on a daily basis they value life highly which makes them fight for others. It’s a typical Italien advertisment because they use their Mona Lisa, their proud history to call out for volunteers.
- According to Lewis, Japan is a typical example of a reactive country. Japanese are introvert, people with subtle body language although having plenty of non- verbal communication. Their seppouku ( better to die with honor than to live in shame ) is socially acceptable. For us linear people very ambigues and vague.
- This commercial is modest, sincere. They don’tcompare themselves to others, they look back in history and want to improve themselves. This is typical for reactive cultures.It remains vague. There are no facts or there is no specific product being advertised. Geert hofstede, I think this ad shows a strong long term vision. Again this shows a manly society, where milestones and success are very important. http://www.youtube.com/watch?v=KQkGBCqEg-M
- This slogan isn’t very clear , as it doesn’t give a real statement , it’s rather vague. it as rather modest, it does not proclaim to be the best or number one. You can certain see this in linear slogans, they often claim to be the best or the one . Lewis. This slogan shows a great interest in the future and long term vision. According to Geert Hofsteede this is a very important dimension for the Japanese. This slogan also demonstrates their masculine society, as they are looking for achievement and success.
- Typical for Japanese advertisement is the use of anime figures. it doesn’t make lot of sense. We did a small research and found out that it is normal for Japanese advertising to not make a lot of sense. It has to draw attention and figuring out what it’s about is part of drawing attention and keeping the customer occupied with your advertisement. . This ad also gives a strong group feeling as they are continues talking about “We”. The placement of the group above oneself is also typical for reactive cultures according to Richard Lewis. To the hofstede model, the only 2 dimensions which are applicable to this ad are the masculinity/feminity and the long/short term vision. (Masculine and long term)