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Transcript of Advertising
Advertising Defined as “a paid message inserted in a medium”. Objectives:
• To promote
• To remind
• To support
• To compete
• To persuade
Europe Japan USA China Arabian countries Adverts are recognized to be creative and often based on humor and sex. As a result of Europe being the biggest consumer of alcohol, beer is the most advertised product together with hygienic products. The commercials in Japan for consumer products have a totally different feel – the kind run by your local hair salon. Many people call these commercials ‘tacky’, ‘cheesy’, or simply ‘stupid’. They often feature Hollywood stars because of Japanese fascination with America. The most advertised product is food. These commercials are often aimed at children. Over 70% of these ads are for food products in the worst nutritional category what is considered to be one of the reasons of high level of obesity in USA. Pharmaceutical was the most advertised category in China in 2006, spending a staggering US$9 billion. The main characteristic of ads is creativity. Loads of restrictions due to religious way of life. Advertisement produced for the Arabian countries should avoid using sexual appeal or sexual innuendoes in its message. It should be conservative in content and appearance and should not present any social values or situations that contradict with the Arabian culture or Islam. Coca Cola Arab advertisement The interviewer asked, "Why weren't you successful with the Arabs?"
The salesman explained, "When I got posted in the Middle East, I was very confident that I will make a good sales pitch as Cola is virtually unknown there. But, I had a problem - I didn't speak Arabic. So, I planned to convey the message through 3 posters:
- first poster, a man crawling through the hot desert sand...totally exhausted and panting;
- second poster, the man is drinking our Cola;
- and third, our man is now totally refreshed.
Then these posters were pasted all over the place".
"That should have worked," said the interviewer.
The salesman replied, "Well, not only did I not speak Arabic, I also didn't realize that Arabs read from right to left..."
Conclusion Advertisement in one country or culture is unlikely to work for consumers in other. That is why most of the multinational firms do not use entirely standardised approach to advertising. Done by Kerim Ćatović