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Global Advertising and Marketing
Transcript of Global Advertising and Marketing
By: Celine, Polona, Jasmina, James Classifying cultures looking at institutions of society
observing and comparing behavior
asking people Hofstede's Five Dimensions of Culture Masculinity- Femininity
Long Term Orientation Question to ask:
How interdependent are members in a society?
In group vs Out group
Example: China collectivist (20), United Kingdom individualist (89) Question to ask:
To what extent do people perceive inequality as normal?
High Power Distance
Power as scarce resource
Natural and inevitable
Centralization of power
Example: Arab Emirates (90)
Low Power Distance
Hardly differences in power
Work leads to power
Superiority not rigid
Example: Austria (11)
Question to ask:
How is the relationship between gender and gender-appropriate behavior?
Men: Ambitious, assertive and competitive
Women: nurture, respectful and supportive
Example: Japan (95)
Less rigid gender roles
More equality between genders
Example: Netherlands (14) Question to ask:
To what extent does the society show a practical future-oriented perspective rather than a conventional historical short-term angle?
Pursuit of happiness/ peace of mind
Example: Spain short-term oriented (19), Brazil long-term oriented (65)
The impact of differences in culture
Host markets vs home market
Alex Inkeles and Daniel Levinson
Kluckhohn and Strodtbeck
Japan and China vs Western countries
Time orientation toward the past, present or future
Time is linear or circular
Monochromic (M-time) and polychromic (P-time) time
Cause and effect Dimensions of time Mastery over nature
Harmony with nature
Subjugation to nature Relationship of man with nature Power Distance Individualist - Collectivist Question to ask:
How does a society deal with the unknown future?
Example: High uncertainty avoidance in South Korea (85) Uncertainty Avoidance Long-term/short-term oriented How does one use culture for one’s profit? Analysis on “basic
common problems” High-context vs low-context cultures Masculine/Feminine Society