CULTURE AND ADVERTISING
What is Culture?
• The term culture often is difficult to define
because it is used in at least two distinct ways in
• If someone is interested in aesthetics, culture
refers to everything that is refined or the very
best that society has to offer, especially in fine
arts dance, drama, literature, music, and the
visual arts. In this sense, culture is an elitist term.
What is Culture?
• However, anthropologists and sociologists
define culture more broadly: culture is
everything that goes on around individuals as
part of everyday living.
THE DEFENSE OF ADVERTISING
• Industry has laid itself open to criticism in the
past by not assigning a high enough priority to
ethical considerations. Such criticisms are mainly:
• Show Window":
• Artificial Needs":
• Too Much
social and economic effects of advertising
One survey studied the work of some of the most significant
scholars in the humanities and social scientists who have
written on advertising's social and cultural consequences.
Their views are:
• Sociologists see it as establishing role models and as
impacting social behavior.
• Anthropologists view it as ritual and symbols, giving
meaning to artifacts and other objects.
• Educators are concerned with its influence on child
• Communication scholars often equate it with propaganda
and analyze its role within the mass media and its influence
on the media.
• Psychologists think advertising is a source of learning or
Culture and Advertising
• The success of any advertising campaign is based on
the advertiser’s knowledge and perfect understanding
of the general
characteristics, behaviour, rites, ritual, values, and
beliefs of the target group.
• Culture affects advertising on two levels;
• First, at the level of conception and creation of the
• Second at the level of the consumer and his purchase
of the advertised product (Nwagbara2002).
MAIN FORMS OF MEDIA
• PRINT MEDIA (newspapers and magazines)
• BROACAST(Radio , TV and cable TV)
• OUTDOOR(Billboards , street furniture ,Transit)
• INSTORE(Point of purchase and Packaging)
• NEW MEDIA(Internet ,Digital TV and CD-ROM)
REVIEW FROM DIFFERENT STUDIES
• CHILDREN AND TELEVISION MEDIA
• “A national study carried out in Norway of 8-
14-year-olds, revealed that children, unlike
adults, will not change channels or goes and
does something else when the advertisements
come on”. This is true regardless of how often
the children have already seen the
• Influence of advertising on child’s life
• It has been said that” Children in Western
Europe are exposed to thousands of television
commercials per year” ( Axel Edling). But no
child asks for thousands of products.
Children, like adults, are highly selective in
what they attend to on television and even
more finicky – choosing products.
• Those who support the burning of outdoor
advertising believe that 'Adverts are not there
to inform but to sell one thing: unhappiness.'
• About in different countries outdoor have
been burnt such as in São Paulo in Brazil, a city
of 20 million people, has banned all
advertising in public places.
Ban outdoor advertising
Ban outdoor advertising
• In the US, the states of
Vermont, Maine, Hawaii and Alaska all have
restrictions, as do some 1,500 towns across
• Auckland in New Zealand and Chennai in India
have bans and Paris recently cut outdoor
adverts by 30% and banned all adverts within
50 meters of school gates
COMMENTS FROM GROUP
• Based on religion perspective from short survey we
did, we have found that in Zanzibar many of ads
concerning the alcoholic consumption are neglected
i.e. people are not paying attention by most of really
Muslims since it go against their belief.
• LANGUAGE: ads communicated in different languages
affect the consumption behaviour of consumers.
• In Zanzibar some people are not affected by the
language used to communicate the advert or
something written in foreign language. What they
need is a product not words and therefore does not
affect their consumption behaviour.
• On the other hand of Chinese people (WACHINA) the
story is different from Zanzibaris. One who need to
advertise his product or sells to Wachina he need to
do it using their language since they cannot purchase
EFFECTS OF ADVERTISING ON
• There are some groups of people in Zanzibar
who buy the products without seeing or looking
• Once they need a product they just go straight
to the shop or ask where the product can be
obtained and purchase the product.
Therefore, advertisement does not
influence/affect their purchasing behaviour
rather than their needs and preferences.
• Lastly, from experience we have found that most of
Zanzibaris do not pay attention on ads and
• Some of them they switch to other channels when
ads are shown on TV and especially children.
• The same case is in watching movies or films. Some
people do not like looking on ads passes before film
/movie starts or in intermission. When happen they
keep pressing the forward button just to see the
movie or continue another part of the film
• However, there is a group of few people in
Zanzibar who are known as early adaptors
.these are the people who are the first to
test/buy a new product when inter in the
market. Therefore, these people always look
for the ads to see the new products
END OF PRESENTATION
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