Tea Time
Marketing Assignment
Commercials
Western
• A man drinks Lipton ice tea and begins to perform a dance number along with the staff and the guests. After traveling around the hotel he then sits down again and order another Lipton ice tea.
Traditional
• The mother and daughter in law. Have a conversation which shows how close they are. This leads to them drinking Red Label tea; which is followed by the daughter lovingly fixing the mothers hair.
Why is it western?
There are multiple reason in why this commercial can be considered a western advertisement. These include the setting, actions, actors.
• The setting within this movie is a large hotel. Which is usually associated with modern culture. It is a place that is known to be connected with western business men.
• The setting also has many luxuries which would not be seen in a more traditional commercial. Which includes business attire instead of traditional clothing. The design of the building is also very modern. It does not show the culture of the country or anything that may have been considered traditional. Moving on the objects within the movie are westernized. This can be seen through the attire of the staff. They are not wearing traditional clothing, which should be worn by Japanese inn keepers. Finally the setting is also westernized due to the bedding the maids display. The bedding which they display is not the one which would be used on a traditional Japanese futon.
• It can also include the food. The food being prepared within the kitchen is more western and modern, rather than traditional. ( Foods such as takoyaki and yokisoba were not shown). The product itself was pre-packaged, while a traditional tea would have been prepared fresh. The way in wh...
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...n traditional inns.
• The clothing choices are also very different therefore they will be unable to differentiate between the clothing they use to represent employees and the business attire.
• They will be unable to relate to the advertisement
• They will not know the actor therefore will not be easily influenced by him
• Language could also be an influence
Traditional Advertisement/Western Audience
• The viewers will not be able to relate to the advertisement because many western people do not live with their in laws. They will also not understand the significance of tea within the Indian household.
• They will not understand the clothing choices and may find them unappealing
• They will not know the celebrities endorsing the product, which may lead to confusion
• Language barriers may exist
• They will not be able to understand this family environment
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