Global advertising

Global advertising
Martin Westbeek, 2014-15
Global
advertising
1
Global advertising
Martin Westbeek, 2014-15
Global advertising
Going global
Communication, transportation and financial flows are faster
than ever.
Trade, media and customers cross borders.
The Italian Man who went to Malta
Likewise, brands and products from one country – Patek watches,
Mont Blanc pens, German Audis, Dutch beer, Italian coffee,
McDonald‘s hamburgers – travel the world.
Q
If products travel, does marketing communication travel, too?
If marketing communication travels, what happens with strategy?
Can advertising concepts travel at all?
Martin Westbeek, 2014-15
Global advertising
Schedule
6 weeks, 45 mins per week
W1: introduction
W2: dimensions of culture
W3: culture and how advertising works
W4: executional style and culture
W5: global advertising strategy
W6: examples
W7: recap and Q&A
Martin Westbeek, 2014-15
Global advertising
Objectives
•
•
•
•
to understand the concept of culture;
to understand culture dimensions;
to understand the impact of culture on advertising;
to understand the impact of culture on specific elements of
the advertising process;
• to understand how to adapt advertising strategy to cultural
differences;
• to understand how advertising campaigns are managed.
Martin Westbeek, 2014-15
Global advertising
Cultural environment:
More than a border, more than a language
Berlitz
Culture: “the learned distinctive way of life of a society”.
Aspects of culture include:
• Social organization of society,
• Religion,
• Customs and rituals,
• Values and attitudes towards domestic and international life,
• Education provision and literacy levels,
• Political system,
• Aesthetic systems (e.g. folklore, music, arts, literature) and
language.
Italian Special
Martin Westbeek, 2014-15
Global advertising
Each culture has its own traditions, heroes, cultural norms and
taboos.
When designing global marketing and communication strategies,
advertisers need to understand how culture affects consumer
reactions in each of its international markets.
HSBC: Chrysanthemums
Martin Westbeek, 2014-15
Global advertising
During the Heineken
campaign for the 1994
soccer World Cup the
flags of all the
participating countries
were printed onto the
side of the beer bottles.
Saudi Arabia’s flag,
however, features a
religious verse from the
Koran and all the bottles
had to be taken back off
the shelves
Martin Westbeek, 2014-15
Global advertising
Framework for analyzing crosscultural marketing blunders
(Dalgic & Heijblom, 1995)
Ignore these issues and things can go terribly wrong
Sources: http://www.articlesbase.com/marketing-articles/top-20-global-marketing-communications-mistakes-1234051.html#ixzz1M7iZrloO;
Martin Westbeek, 2014-15
Global advertising
In the '70s, Wang computer
company launched a new motto
"Wang Cares“ which the British
branch refused to use.
To British ears this sounded like
"wankers" .
Martin Westbeek, 2014-15
Global advertising
Coors translated its catchy
slogan, "Turn it loose" into
Spanish.
It read as
"Suffer from Diarrhea".
Martin Westbeek, 2014-15
Global advertising
Toyota’s MR2 caused a few
smiles in France
MR2 pronounced in French
sounds like 'merdeux‘ which
means "crappy".
Martin Westbeek, 2014-15
Global advertising
Clairol introduced the "Mist
Stick“ curling iron, into
Germany.
“Mist" is German slang for
manure.
Martin Westbeek, 2014-15
Global advertising
Parker pens attempted translate
their slogan into Spanish "It won't
leak in your pocket and embarrass
you.”
Translation read: "It won't leak in
your pocket and make you
pregnant"
Martin Westbeek, 2014-15
Global advertising
Japan's 2nd largest tourist agency
entered English-speaking markets and
began receiving requests for unusual
sex tours.
The Kinki Nippon Tourist company
quickly changed its name.
Martin Westbeek, 2014-15
Global advertising
The Mazda Laputa Minivan was
not a success in South America.
Spanish speakers immediately
thought of "puta", the word for
prostitute.
Ads claimed: Laputa provides “a smooth,
comfortable ride" and "a lightweight, impactabsorbing body“.
Martin Westbeek, 2014-15
Global advertising
Expanding to Mexico, The Dairy
Association's hugely successful
"Got Milk?" campaign translated
into Spanish
The translation turned out to
mean "Are you lactating?"
Discovered in research phase
Martin Westbeek, 2014-15
Global advertising
Pepsi’s attempt to translate their
slogan “Come alive with the Pepsi
Generation” to Chinese
Translation read: “Pepsi brings your
ancestors back from the dead”
Martin Westbeek, 2014-15
Global advertising
Powergen Italia, an Italian maker
of battery chargers registered the
obvious internet domain name.
www.powergenitalia.com was
rich with unintended English
language associations.
Martin Westbeek, 2014-15
Global advertising
Honda introduced their new car
"Fitta" into Nordic countries in
2001.
In Swedish, Norwegian and
Danish "fitta" was a vulgar word
used to refer to a woman's
genitals. In the end they
renamed it "Honda Jazz".
Martin Westbeek, 2014-15
Global advertising
GEC and Plessey formed a joint
company in France named GPT.
GPT pronounced in French
sounds like “Jay-Pay-Tay” which
is similar J’ai pete, which means ”
I have farted.”
Martin Westbeek, 2014-15
Global advertising
Marketing Puffs tissue in Germany
did NOT go very well.
Puff means “brothel” in Germany.
Brothel paper plus lotion.
Martin Westbeek, 2014-15
Global advertising
To commemorate its initial flights
from Hong Kong, United Airlines
handed out white carnations to
the passengers.
For many Asians white flowers
represent bad luck and even
death.
Martin Westbeek, 2014-15
Global advertising
Ford Motors launched a car under
the name "Pinto" in Brazil
Only to discover that “Pinto” in Brazil
meant "small male sex organ" (like
the bean).
Martin Westbeek, 2014-15
Global advertising
The Italian mineral water
"Traficante" became very
popular in Spain's underworld.
In Spanish it translated as "drug
dealer".
If only they had googled
‘traficante’…
Martin Westbeek, 2014-15
Global advertising
Chevrolet, disappointed in sales to a
key Hispanic demographic
investigated why.
Nova in Spanish can be read as:
“no-va“ or
It Won’t Go
Martin Westbeek, 2014-15
Global advertising
Schweppes, expanding into the
Italian market, translated “Tonic
Water” into Italian:
“Water from the toilet”
Martin Westbeek, 2014-15
Global advertising
An American T-shirt maker in Miami
printed shirts in Spanish for the Pope's
visit. They wanted "I saw the Pope" (el
papa)
They got a bunch of shirts that read "I
saw the Potato" (la papa)
Martin Westbeek, 2014-15
Global advertising
Scandinavian vacuum
manufacturer Electrolux used
the following in an American
campaign …
Martin Westbeek, 2014-15
Global advertising
Cultural environment:
Culture: “the learned distinctive way of life of a society”.
Aspects of culture include:
• Social organization of society,
• Religion,
• Customs and rituals,
• Values and attitudes towards domestic and international life,
• Education provision and literacy levels,
• Political system,
• Aesthetic systems (e.g. folklore, music, arts, literature) and
language.
Martin Westbeek, 2014-15
Global advertising
Higher and lower context culture
High context: most of the information is contained in the person and
his/her network. Low context: most of the information is contained in
explicit, coded and transmitted messages (Hall, 1976)
High-context cultures (including much of the Middle East, Asia, Africa,
and South America) are relational, collectivist, intuitive, and
contemplative. This means that people in these cultures emphasize
interpersonal relationships. Developing trust is an important first step
to any business transaction.
According to Hall, these cultures are collectivist, preferring group
harmony and consensus to individual achievement. And people in
these cultures are less governed by logic than by intuition or
feelings. Words are not so important as context, which might include
the speaker’s tone of voice, facial expression, gestures, posture—and
even the person’s family history and status.
Martin Westbeek, 2014-15
Global advertising
Higher and lower context culture
High-context cultures
A Japanese manager explained his culture’s communication style to an
American: “We are a homogeneous people and don’t have to speak as
much as you do here. When we say one word, we understand ten, but
here you have to say ten to understand one.” High-context
communication tends to be more indirect and more formal. Flowery
language, humility, and elaborate apologies are typical.
Martin Westbeek, 2014-15
Global advertising
Higher and lower context culture
Low-context cultures (including North America and much of Western
Europe) are logical, linear, individualistic, and action-oriented. People
from low-context cultures value logic, facts, and directness. Solving a
problem means lining up the facts and evaluating one after
another. Decisions are based on fact rather than intuition. Discussions
end with actions. And communicators are expected to be
straightforward, concise, and efficient in telling what action is
expected.
Martin Westbeek, 2014-15
Global advertising
Higher and lower context culture
Low-context cultures
To be absolutely clear, they strive to use precise words and intend
them to be taken literally. Explicit contracts conclude negotiations.
This is very different from communicators in high-context cultures who
depend less on language precision and legal documents. High-context
business people may even distrust contracts and be offended by the
lack of trust they suggest.
Martin Westbeek, 2014-15
Global advertising
Source: http://livingtheamericandreamineurope.com/2012/05/24/what-americans-notice-about-germanspart-3-of/
Martin Westbeek, 2014-15
Global advertising
The way in which people process information is
based upon cultural learning
and
advertising is effective if the external stimuli
match internal patterns of thought
Martin Westbeek, 2014-15
Global advertising
Next time: culture and culture dimensions
Martin Westbeek, 2014-15