Exam 3 - adv318 CHAPTER 9,15-19- Fall 2006 - Murphy

Exam 3 - adv318 CHAPTER 9,15-19- Fall 2006 - Murphy -...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 9 p.302 - Anyone with an interest in advertising should also be interested in China because they have a HUGE population of consumers, robustly growing economy, and will overtake Japan as the 2 nd largest advertising market in the world. - China presents many incredible challenges to US because: a) it has 31 provinces, 656 cities, and 48,000 districts b) there are 7 major tongues and 80 spoken dialects c) north of China is a frozen plateau and the south is tropical d) huge income and lifestyle differences e) their long, widespread history is a huge mystery to us -Toyota mishap: consumers misunderstood a Toyota ad (a brand very common to them as it’s from Japan) and interpreted two lions in the ad as a symbol of the war when Japan invaded China rather then the lions conveying power to the SUV. p.303 - Culture is a set of values, rituals and behaviors that define a way of life. - To transport an ad across cultural borders, one must respect, and hopefully understand, the power of culture. - Ads depend on effective communication, and effective communication depends on shared meaning. - When an advertiser in culture A wants to communicate with consumers in culture B, it is culture B that will surround the created message, form its cultural context, and significantly affect how it will be interpreted. p.304 - Global trade initiatives such as the General Agreement on Tariffs and Trade (GATT) and the North American Free Trade Agreement (NAFTA) are designed to facilitate trade and economic development across national borders. - these initiatives signal the emergence of international markets that are larger, more accessible, and perhaps more homogeneous. p.305 - Largest advertisers in given countries: - Brazil Telefonica - China Procter & Gamble Co. - Germany Procter & Gamble Co. - United Kingdom Procter & Gamble Co. - ethnocentrism : tendency to view and value things from the perspective of one’s own culture - self-reference criterion (SRC) : the unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions. - AT &T’s “Call USA” campaign was negatively perceived by Europeans. This ad, with its portrayal of Americans as culturally inept and helpless, created a negative association for AT&T among European business ppl. Granted, the target market was Americans in foreign assignments, but the perspective of the ad was still decidedly ethnocentric and offensive to Europeans. It was offensive to the Europeans also because they are usually fluent in two or three languages, so they wouldn’t have a problem communicating with someone.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
p.306-11 CROSS-CULTURAL AUDIENCE RESEARCH 1. Economic Conditions : less-developed countries, newly industrialized countries, and highly industrialized countries 2. Demographic Characteristics: Demographics, including population size, age distribution, income distribution, education levels, occupations, literacy rates, and household size, can dramatically affect the type of advertising prepared for a
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 11/29/2010 for the course ADV 318J taught by Professor Murphey during the Fall '07 term at University of Texas.

Page1 / 16

Exam 3 - adv318 CHAPTER 9,15-19- Fall 2006 - Murphy -...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online