DifferencesIn Advertisement Internationally
Advertisingis a vital aspect of marketing. If well done it enhances good returnsin a business set up. International advertisement varies from onecountry to another depending on various factors like values, nationaltrait, thinking mode and geographical location. In this paper,advertisements in the United States are compared to that of othernations in the East based on the above factors.
Countriesin the East encourage group orientation with a lot of concern for theinterests of the nation. In the United States, the orientation isindividual based and more concerned about the individual’sinterests (Mueller,2006).The Chinese adverts bring out intense patriotism and nationalself-esteem while in the United States adverts are full ofindependent spirit, self-expression and values of individualstruggle. This difference is very clear in the advertisement ofproducts like Papa John’s Pizza internationally (Ghauri andCateora, 2010).
Westernadvertisements express people’s desire for freedom andindividuality. There is a rare recognition of authority. In thewestern advert, “Come to Marlboro Country”, the “MarlboroCountry” means people who smoke the Marlboro cigarette (Mueller,2006).Since the Chinese uphold authority, their adverts are filled withexperts and recommend certification by the authority sector. The sameapplies to Domino’s Pizza Hut in India, which also exhibitsvariations in advertisement globally due to geographical location(Mooij& Mooij, 2011).
Theabove advertisement samples proves that different countries aredistinct as far as values, geographical background and thinking mode,among other discussed factors, are concerned. Companies, therefore,adopt themselves to meet the local requirements of different placeswhen advertising their products (Mueller, 2006). By so doing, theyseek to realize long-term benefits in business. The companies provideenough standardization to benefit from brand salience and resonance
Ghauri,P. N., & Cateora, P. R. (2010). Internationalmarketing.New York: McGraw-Hill Higher Education.
Mooij,M. K., & Mooij, M. K. (2011). Consumerbehavior and culture: Consequences for global marketing andadvertising.Thousand Oaks: SAGE Publications.
Mueller,B. (2006). Dynamicsof international advertising: Theoretical and practical perspectives.New York: Peter Lang Pub.