Global Advertising: Cultural Dimensions
Questions:
- Please watch the ad titled: “Me.Tea.Now! Brew a better connection with #Lipton” at the following link: https://www.youtube.com/watch?v=uckf1AgEDM8.
This ad has been shown in Egypt. You’ll find Egypt’s scores of six cultural dimensions of Geert Hofstede below.
After watching this ad, please analyze the ad from the perspective of “all” used cultural dimensions of Geert Hofstede according to the following:
- Specifically identify all relevant cultural dimensions in the ad and define their level (whether low or high in dimensions “such as” power distance or uncertainty avoidance or if you see femininity refer to femininity)
- Write a few sentences related with each detected dimension to support/argue why this detected cultural dimension is valid or how we understand (see/hear/sense) it from the ad,
- Indicate if each detected dimension matches with Egypt’s related scores below or was used as an appeal for Egypt.
In this second question, you’ll write a TV ad (commercial) script/scenario in order to solve the given problem (or change the given perception) by considering the given country’s cultural dimensions’ scores. There are two options, in other words there are two alternative ad briefs you can consider below. So please choose only one of them, read it and write the best tv ad script to challenge/solve the given problem in that brief according to the given country scores of Hofstede. After you write your ad script accordingly, please also importantly provide a paragraph to argue why/how this ad script will fit with this country’s cultural characteristics (or scores of Hofstede).
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- Brief Alternative 1:
Description of the problem (or the perception that is wanted to be changed):
“According to the Perception Institute, most Americans (and other nationalities) consider themselves unprejudiced. However research shows that many of them (us) unintentionally make snap judgments about people based on what we see—whether it’s race, age, gender, religion, sexuality, disability. This is called implicit bias. The challenge is to demonstrate this to the widest audience possible and create positive conversation around unconventional notions of love.
Country of the target audience: United States of America. Hofstede Scores of USA: Power Distance=40; Individualism=91; Masculinity=62; Uncertainty Avoidance=46; Long Term Orientation=26; Indulgence=68.
Brief Alternative 2:
Description of the problem (or the perception that is wanted to be changed):
“Please prepare an awareness-raising campaign about the preservation of natural resources, especially water.” We consume water a lot and especially when we pee. “When we pee, one toilet flush can waste up to 12 liters of drinking water”. So, in order not to waste that much water, peeing in the shower is a good solution. Then, the goal of the campaign is “to persuade all people in the country to pee in the shower in order to conserve water.”
Country of the target audience: Brazil
Hofstede Scores of Brazil: Power Distance=69; Individualism=38; Masculinity=49; Uncertainty Avoidance=76; Long Term Orientation=44; Indulgence=59.
- For the third question you must write a written discussion of the three most enlightening things you have learned in this class so far. Why are they significant to you? How have they improved your understanding of global advertising compared to what you thought it was?
Grading:
1st Question:
- If you have correctly identified and argued at least 80% of the actually identifiable/arguable cultural dimensions of Geert Hofstede, you will get 40 poInts (full points),
- If you have correctly identified & argued less than 80% of the actually identifiable/arguable cultural dimensions of Geert Hofstede, you will get 8 poInts for each of your correctly identified & argued cultural dimensions.
2nd Question:
- If you have correctly used and argued at least 5 cultural dimensions of Geert Hofstede in your TV ad (commercial) script/scenario, you will get 40 poInts (full points),
- If you have correctly used and argued less than 5 cultural dimensions of Geert Hofstede in your TV ad (commercial) script/scenario, you will get 8 poInts for each of your correctly used & argued cultural dimensions.
3rd Question:
- If you have mentioned about 3 enlightening things you have learned in this class so far and explained them according to the question, you will get 20 points (full points),
- If you have mentioned about less than 3 enlightening things you have learned in this class so far and explained them according to the question, you will get 7 points for each of your mentioned enlightening things.