6.4 Advertising and Culture
Completion requirements
6.4 Advertising and Culture
Jodi Cobb/National Geographic Stock
Transnational corporations realize that different cultural groups
respond in different ways. For example, an advertisement shows young men
in North American having a good time at a party. But, while the young
men in the ad demonstrate behaviour we might consider "normal" at a
party in North American society, in a culture like South Korea these
young men are breaking many rules.
A Canadian ad, set in a Canadian restaurant, might be okay here, but in Korea, it would need many aspects that reflect Korean culture. It is especially important to think about the cultural norms of Korean society.
For instance, in Korean society, it is traditional that someone would hold the glass while someone else pours the drink into it. Also, Korean society is very hierarchical, with older people, especially older men, having a great deal of power and respect. So a group of young people would be expected to display respectful behavior. Young people would not be talking a lot and certainly would not be moving around if an older person were present.
A Canadian ad, set in a Canadian restaurant, might be okay here, but in Korea, it would need many aspects that reflect Korean culture. It is especially important to think about the cultural norms of Korean society.
For instance, in Korean society, it is traditional that someone would hold the glass while someone else pours the drink into it. Also, Korean society is very hierarchical, with older people, especially older men, having a great deal of power and respect. So a group of young people would be expected to display respectful behavior. Young people would not be talking a lot and certainly would not be moving around if an older person were present.
Korean society is different than North American society. In our culture,
it is less common for a large group of young men to go out to a fancy
restaurant. If they did, one would expect a certain degree of loud
behavior. Our society also admires someone who shows some individualism,
while Korean society is more concerned with fitting in and conforming
to certain standards of behaviur. They do not seek to stand out or
attract attention.
Cultural imperialism
and cultural hybridization.
We can see that advertisers should consider cultural norms in their
advertising. However, the appeal to individualism, while extremely
powerful in North American culture, with its admiration for the "rebel",
would have a different impact on Korean society. What might be a little
exuberant fun in North America would be quite shocking in Korea.
If advertising can be used to promote values such as consumerism, can it also be used to promote other values such as fair wages and empathy for the poor?
Think about this picture.
It is called What is it like to be poor?
Does this picture make you think about what we value in our society?