W2.2: Insights into the world of advertising
- Hoang Viet Nguyen
- Nov 1, 2023
- 1 min read
Cross-cultural creative advertising analysis
Among the cultures perspective and differences Hofstede's cultural dimensions theory provides insights into how culture influences human behavior and attitudes, particularly in the workplace. It includes dimensions like Power Distance (hierarchy acceptance), Individualism vs. Collectivism (individual vs. group focus), Masculinity vs. Femininity (achievement vs. quality of life), Uncertainty Avoidance (tolerance for ambiguity), and Long-Term vs. Short-Term Orientation (future vs. present focus). These dimensions help us understand cultural variations and their impact on work-related values and behaviors. Down below I will give a comparison of two video from Australia and Vietnam from a Coke advertisement.
A comparison of culture dimension of two countries
Figure 1
In the two advertisement below there's a clear differences in the way Coke advertise their product to their consumer. In Australia ad video Coke approach with a more open and self related individualism that focus on what would happen to a single person and what enjoyment they could get out from enjoying a beverage focusing on imagination, fantasy and self satisfaction. In contrast if you look at the ads for Vietnamese consumer you won't see much fantasy or out of the place imagination happening and they are more focus on the community as a whole to capture the relatedness in the power distance showed in figure 1, showing that Coke is strategically advertising their advertisement to suit to each country culture.
Australia
Viet Nam
References:
Coca Cola n.d., COCA-COLA | TẾT DẪU ĐỔI THAY, DIỆU KỲ VẪN Ở ĐÂY, www.youtube.com. ― 2023, Coca-Cola® Masterpiece, www.youtube.com. Hofstede Insights 2018, National Culture, Hofstede Insights.
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