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multicultural communication issues
emotional appeals in advertising
multicultural society and communication
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Television can be used to demonstrate the product in action, or to use colour and sound to build an atmosphere around the product, thus enhancing its image (Fahy & Jobber, 2006). The emphasis for this thesis will be television advertisements, because of the many elements of television, sound, colour, sight and motion that aid the presentation of the message. Also the fact that Brassington and Pettitt (2000) argue that television is better for creating an advertisement message with emotional appeals, contributes to our concentration to television advertisements. The degree of television advertisement standardization/adaptation at the international level refers mainly to the manipulation by the manager of the promotional mix elements (Bradley & Sousa, 2005). Supporters of standardization say a trend is sweeping both marketing and advertising – the movement to create products that are manufactured, packaged and promoted the same way around the world, regardless of individual cultures (Mueller, 1989). According to Bradley & Sousa (2005) higher degree of adaptation is encouraged when the manager perceives great differences, in the economic environment and life styles between the home and foreign country. On the one hand, those who support the global standardization approach argue that a single television advertisement should be used in international markets to reduce total costs and promote a global corporate image. On the other hand, those who support the internationalization school of thought see the need for marketing adaptation to fit the unique dimensions of each local market. (Vrontis, 2003). Countries differ widely in the availability, quality, coverage, audience, and cost of advertising media (Root, 1994). According to Laroche ...
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... Paek (2007) observed that domestic brands were more likely than multinational brands to use localized Latin music and lyrics in the Dominican Republic.
Visual elements
Colour is an essential part of products, logos and advertising, and can be an effective means of creating and sustaining brand and corporate images in customers’ minds. Colours are known to possess emotional and psychological properties. The meanings associated with different colours are important to marketers when developing advertisements, because results have demonstrated that people of different cultures have various preferences for colour. It is important for marketers to understand which colours that people prefer. Consequently, managers must acknowledge that the meanings associated with some colours may be pan-cultural, regional, or unique to a given culture.
(Hewett, Madden & Roth, 1999)
One simple way the ad emotionally appeals to readers is through its color selection. The ad begins with a dark background which sparks the imaginative creation of a cozy atmosphere. Additionally, the dark background keeps the reader focused on the coffee related items in the foreground. The ad displays a couple of large sized, severely crinkled-up wrappers that once contained one of Starbucks delicious bakery treats. The crinkled-up wrappers are brown in color which serve to make the audience feel warm and invited. The Starbucks Bench ad uses a mixture of brown, black, and contrasting white to create the “coffee-like” atmosphere that is warm and welcoming for readers. Many studies have shown that choosing the right color scheme is vitally important for advertising, “Researchers found that up to 90% of snap judgements made about products can be based on color alone, depending on the product” (Ciotti 2). Color selection has an extraordinary influence on the persuasive power of advertising. The Bench ad also employs other technics that add to the aesthetically pleasing visuals. The physiological need for food and drink can affect us emotionally. The food stain on the bakery wrapper reminds the reader of what it used to contain and appeals to the physiological need for food. The presence of the coffee cup appeals to the physiological and emotional need for drink and energy. An ad with something as simple as a few crinkled bakery wrappers, when combined with the right placement, lighting, words and color scheme, can prove to be a truly emotional experience for a
Texts are political. Political in the sense that they produce messages that carry specific ideas and beliefs targeted toward a certain thinking body of people. A familiar phrase in America is, “art imitates life.” It defines life as essential to art, but can we say the reverse? Could life imitate art? The semantics of the phrase seem too ambiguous for such a statement. What is the definition of art, of life? The phrase suggests that art reinforces cultural and social beliefs by using the verb imitate. If art imitates life, then life imitates art. The verb is reflexive and positioned in the middle of the two words it is reflecting. It is true then, the language speaks for itself, and this political statement can be used as a tool to find the underlying cultural belief within a text.
Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
Ciotti, Gregory. "The Psychology of Color in Marketing and Branding." 6 August 2013. 13 March 2014. .
In modern society, advertisements are everywhere from T.V. commercials to billboard posters. They are used to draw attention to their brand and create a desire for their products. Dove Men+Care
T.V commercials plays very important part in the marketing of a product. It is not surprise that huge amount of money is spent on commercials and the use of commercials evolved dramatically these days. They aim to show their product through the commercial with attractive and different techniques to attract customer’s attention. Nike and Kia is no exception. Both companies have been a leading brand in sports and cars. Especially the Nike, they have been made a great commercials every time whenever they are promoting product or events like World Cup. Also, advertising through most watched television broadcast called super bowl made marketers to spend million dollars for 30 seconds advertisement. So I chose one commercial from Nike’s “winner stays on” second film in the “risk everything” campaign and one from Kia’s “space Babies” Super Bowl commercial in 2013. The reason why I chose these advertisement is to compare Nike’s sports through marketing strategy and
Nowadays, viewers may ignore commercials. They use to switch between channels, mute it, or leave the room until their show returns. However, advertisers have found many different ways to put their products into a TV show or a film, or in other words, product placement. Moreover, no one nowadays seems to realize the purposes of product placement. However, product placement is an advertising technique in which the brand name product is placed in a television show or a film. The advertiser uses product placement technique to reduce the monotony of the viewers while they are watching old traditional advertisements they produced in the past. Moreover, Martin Lindstrom mentioned the meaning of product placement and how it is useful in his article,
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
Aslam M., 2006. Are you selling the right colour? A cross-cultural review of colour as a marketing cue. Journal of Marketing Communications. Vol. 12, pp15-30.
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
The most obvious advantage with investing in television advertisement is the fact that it immediately raises brand awareness; this is due to the fact that the vast majority of the population own a television. Although this method of advertising is extremely effective, there is always a margin for improvement. For example, Pizza Hut advertising campaigns always focus on two points; a new product and family values. I feel that the comp...
Both ads use several techniques such as text, design and human figure to appeal to the audience’s emotions. The colours used by the fi...
This is a study about TV commercials and how it plays a role in influencing the global and local cultural values of a society. The purpose of this study is to identify the type of values that TV commercials in Malaysia portrayed, whether it is individualism, which usually associated to Western cultural values, or collectivism which are an East cultural values, and also to find out does it manage to influence Malaysians in our cultural values.
Sinclair, J. (2012). Advertising, the media and globalisation: A world in motion. New York: Routledge.
Consumption and possession are qualities that are almost inherent of western civilization. Since the introduction of public entertainment such as the radio and the television companies have found space in between the entertainment to try and sell their wares and services. While these commercials vary in sincerity and factual information one thing is very clear. Consumer culture, Advertisements and media are all intertwined in an effort to convince a would be customer to acquire trivial or otherwise useful products. These elements of consumerism have been carefully and unexpectedly crafted over years of being peddled various brands.