Advertising and Societies: Global Issues (Digital by Katherine Toland Frith

By Katherine Toland Frith

[I]Advertising and Societies: international concerns [/I] presents a world point of view at the perform of ads whereas reading a few of the moral and social ramifications of advertisements in international societies. It illustrates how concerns similar to the illustration of ladies and minorities in advertisements, ads and youngsters, and ads within the electronic period have relevance to a much wider international neighborhood. This e-book offers students and practitioners with a accomplished evaluate of the literature on ads and society and makes use of useful examples from overseas media to record how worldwide advertisements and worldwide patron tradition function, making it an essential learn device and helpful for lecture room use.

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Femininity, a sex-role dimension; and Uncertainty Avoidance, a culture’s tolerance for uncertainty. Later research resulted in the addition of a fifth dimension, long-term orientation (Hofstede and Bond, 1988), the cultural perspective on a long-term vs. a short-term basis. An increasing number of marketing and advertising researchers have recognized the potential applicability of Hofstede’s dimensions to marketing research problems (for example, Albers-Miller, 1996; de Mooij, 1998; and Milner and Collins, 2000).

Frith: Advertising and Societies page 45 Advertising and Culture 45 Whether masculine or feminine values dominate in a particular culture is reflected in a country’s advertisements. Examining television ads from a range of countries that Hofstede designated as masculine and feminine, Milner and Collins (2000) found that ads produced for consumers in countries at the feminine end of the continuum feature a greater proportion of characters in relationships than those at the masculine end. The researchers propose that this finding has practical implications in determining the types of ad appeals that might be appropriate in a specific country.

People in strong Uncertainty Avoidance cultures have higher levels of anxiety and the show of emotions is accepted. People living in such societies are likely to build up tension and stress that must be released. This is done in different ways: They may talk louder, use their hands while speaking, drive more aggressively, or embrace more emotionally. Countries that score high on Uncertainty Avoidance include Germany, Austria, and Japan. In terms of creative strategy, the “argument” provides an audience with facts and reasons why they should purchase the advertised product or service.

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