Culture and Advertising - Case Study Example

Section/# Culture and Advertising Introduction: It is without question that the field of marketing is extraordinarily broad. As such, different approaches/paradigms are oftentimes utilized as a means of integrating key products or services with a specific group of individuals. In order to understand this approach to a more effective and complete degree, the following analysis will focus one of these paradigms; namely cultural marketing. Through such an examination, it is the hope of this author that the reader will come to a more informed understanding with respect to the way in which this paradigm/approach is utilized as a means of engaging and compelling the would-be consumer to a point of action. Further, it is broadly understood that advertising and marketing heavily relies upon psychological instruments in order to integrate with the potential consumer. The fact of the matter is that advertising has become something of an art form in which marketers have sought to leverage various aspects of human psychological mechanisms as a way of convincing the potential buyer that they should buy a particular product or utilize a particular service. Although seeking to measure such a dynamic and marketing and psychological advertising would necessarily require a dissertation length response, this brief analysis will seek to engage the reader with an understanding of how cultural paradigms and approaches are utilized within advertising/marketing to create a more favorable impression with regards to the imagery and understanding of the product itself. Furthermore, as a means of performing such an analysis, it will be necessary to engage the reader with a discussion and appreciation for the means by which consciousness, social psychology, and motivation (as well as many subcategories of each of these) all work together to affect such an end in the minds of the potential consumer. Moreover, academic studies will be utilized as a means of drawing inference upon the hypothesis of this research which regards the understanding that cultural influences a great deal with regards to the level in which a potential consumer has to interact with the given good/service/product. Part I: A Brief Definition of Culture As with many of the broader terms in life, culture is especially difficult to define. However, if one were forced to encapsulate what “culture” means and what it represents within a brief dictionary definition, the following would most accurately denote what culture means and how it impacts upon human choice: “Culture is the characteristics of a particular group of people, defined by everything from language, religion, cuisine, social habits, music and arts”. Within such a broad and overarching definition, the reader can rapidly come to the understanding that culture is “nearly everything”. However, even though this necessarily broad definition raises many more questions than it might be able to answer at first glance, it should also provide the reader with a sense of awe concerning the many different impacts that culture can have upon the decision making structure and the overarching manner through which these impacts can affect and influence the way in which a person behaves, beliefs, or decides (Westjohn et al., 2012). As can be guessed by the scope of this particular analysis, the impact of culture upon the characteristic buying habits and understanding of a particular group will be of special interest for this analysis. Moreover, culture can also be defined with respect to an affinity to a particular point of view. However, rather than understanding culture as something that is diverse from individuality, it is necessary to integrate with an understanding that self identity is primarily impacted upon by an understanding of culture. Although this understanding is not uniform for person-to-person, it nonetheless continues to have an impact with respect to the way in which individual makes decisions, understands their own identity, and engages with the remainder of the world (Laxman & Krishnakumar, 2013). Focusing further upon the cultural understanding of self identity, the way in which a person should behave and the overall approach to different issues that they hold is ineffective complement of the way in which culture impacts upon the individual. Furthermore, even though many individuals might be hesitant to admit it, culture is heavily impacted upon and determined by stereotypes; either for better or for worse (Xin & Belk, 2008). As such, culture influences upon nearly everything as it impacts upon most decision-making processes. Accordingly, it is very much a determinant of who a person is, what they believe, and how they view the world around them. Seizing upon this fundamental complement of identity, marketologists and advertisers have sought to leverage a cultural integration with the potential consumer as a powerful means of engagement. Naturally, by seeking to define the least common denominator between people groups, such individuals are able to maximize the impact that they can have and the overall quantity of the goods or services they are able to make appealing to a specific demographic (Elberse & Verleun, 2012). Part II: Culture and Advertising Likewise, aspect of culture and its impact upon marketing which will be engaged is with regard to the level to which consciousness factors in to the way in which the potential consumer engages with cultural endorsement and/or suggestion. Ultimately, the way in which the marketer seeks to portray overall consciousness within a product offering is almost invariably linked to an identification of self awareness. For instance, many studies have focused upon the way in which a cultural endorsement necessarily creates a degree of heightened self-awareness on the consumer as a result of personal appearance, social class, or overall beauty and societal standing in general (Patra & Datta, 2012). Whereas a product can of course be sold based upon its utility and merit alone, advertisers and marketers in general usually rely upon cultural endorsements as a means of giving their product an edge. Although this is something of a dangerous position, if pulled off correctly, it can integrate with the potential audience and resonate in a way that merely presenting the product by itself or with the professional actor may not. Invariably, cultural endorsements acts as a means of heightening the self awareness of the potential consumer and integrating the understanding that they too can somehow mirror the behavior, actions, fashion, or general trendiness that the culture to which they should ultimately be a member. As a result of the way that global culture has grown to esteem celebrities to such a high degree, the psychological ramifications of cultural endorsement are profound. This fundamental understanding of the way in which society has come to appreciate the culture as a hallmark definition of who an individual is and what they represent (Choi & Miracle, 2012). Yet, there is another indicator with regards to the way in which the reader should seek to understand and relate to the way in which cultural advertising is able to integrate to such a great and actionable degree within the consumer base. Another profound means by which cultural endorsement is able to integrate with potential consumer on a psychological level is with regards to the social psychology that such an approach necessarily engenders. As compared to the first discussion which is been listed above, the social psychology approach necessarily impacts upon levels of influence, compliance, and what is known as the bystander effect. This particular level of social psychology is perhaps one of the most profound with regards to the level in which cultural endorsements of a particular product engage with the potential consumer. For instance, the social psychological perspective helps to explain why an individual might be convinced to make specific purchase as a result of a cultural endorsement whereas they may not have without it. This is of course affected through a level of influence and ethos that the cultural endorser is able to engage the consumer with. The specific dynamic is discussed within Ali Pughazhendi’s article entitled “A Study on Effectiveness of Cultural Endorsement on Product Advertisements” where the social psychological aspect cultural endorsements are measured as compared to the absence thereof (Pughazhendi et al., 2012). What the researchers found was that a market and noticeable differential existed with regards to consumer behavior as a direct result of the cultural endorsement. Moreover, the researchers noted that this level of differential was most likely the result of the fact that a social psychological interpretation of the messages that these cultural endorsers engendered was necessarily integrated with by the end consumer (Czarnecka et al., 2013). In such a way, although there are many other aspects that necessarily affects the way in which consumer behaviors realized within the market, the researchers of this particular article come to the same understanding that this author has previously listed; that of fact that the social psychological impact of cultural endorsements is necessarily one of the strongest motivators for individuals to behave in which they do (Jiang & Wei, 2012). Leveraging this, it comes as little surprise to the reader that cultural endorsements have seemingly grown in an exponential manner over time; with nearly a 30% increase over the past two decades. This is of course not confined to the typical understanding of celebrities being actors; rather, it includes athletes, singers, and musicians of various varieties. The final component which will be discussed within this brief analysis is with regards to motivation. Motivation within the psychological framework of understanding cultural endorsements is something of a catch all approach in which prior levels of psychological impact that have been discussed are necessarily included to a small degree. Within this together framework of understanding, theories of human sexuality, productivity, and extrinsic and intrinsic motivation are necessarily included. As a function of this particular level of analysis, the reader can come to understand that the ethos that the cultural endorser is able to engage the audience with in and of itself is not alone. Rather, this motivation must be translated in order to specifically engage the individual with regards to the aforementioned metrics and only then can a response affect be generated. Although it may not be realize by the average viewer/participant within the media, cultural endorsers engage the individual within several specific and highly common modes of motivation (Okazaki et al., 2013). Oftentimes, these are related to beauty/human sexuality, the level to which productivity can be assumed inferred (power dynamics), and a hierarchical ranking of intrinsic versus extrinsic value. One particular article that discusses these nuances of motivation is that of Aaron Elberse and Jessica Verleun’s work entitled “Selection & Role of Culture in Creating Brand Awareness and Brand Preference”. Within this particular article, the authors analyze the means by which advertisers utilize cultural endorses to approach the consumer from a multi-layered motivational approach (Elberse & Verleun, 2012). Due to the fact that all consumers cannot be engaged upon the same topics, the authors seek to make a quantification analysis of the most common means by which this motivation is engaged (Sonwalkar et al., 2011). As has been discussed within the first part this paragraph, it was determined that motivation related to human sexuality, power dynamics, and hierarchical ranking of intrinsic versus extrinsic value the three most common approaches with her utilized. As a means of understanding this, the reader can and should integrate with the general assumption and understanding that cultural endorsement in and of themselves are not one dimensional. Instead, the reader can appreciate the fact that the advertisers seek to integrate with the largest sub-section of the general population based upon key dynamics and psychological indicators that are referenced throughout the broadest swaths of society. As can and should be noted from the preceding analysis, these trends and level of psychological integration are almost invariably ranked rather low on Maslow’s hierarchy of needs; choosing to appeal to the desire of the individual to be sexually attractive and/or fit in to a greater or lesser degree with the society in which they interact. Although there are a number of takeaways that can be gleaned from the information which has been presented above, both with respect to the original ideas from this author as well as the inference which can be gained from the research studies which a been listed, the most important take away is necessarily with regards to the multifaceted and multilayered approach that cultural endorsements are able to engender within the potential consumer (Ibroscheva, 2013). Whereas it may be easy for the reader to look at how cultural endorsements impact upon different layers of psychology, the fact of the matter is that regardless of the level of understanding, such an approach necessarily works and has worked to a great degree in order to positively present products to the consumer base. Part III: A Contrast and Discussion between Asian and Western Behaviors Related to Advertising Although the discussion has thus far been concentric upon the manner through which culture impacts upon the way in which advertisers choose to market their goods or services, it should be understood that cultural interpretations are not immutable. Ultimately, market specialists and advertisers have come to realize the means by which culture is represented within different regions has a drastically important impacts upon the overall success of the product or service that is being sold (Sonwalker et al., 2011). For instance, even though broad generalizations in terms of culture oftentimes damaging, it can be understood that there is a distinct and measurable differential between the way in which Asian and Western behaviors related to advertising and culture are reflected. At their own peril, advertisers and marketers must not ignore these. For instance, one of the most powerful determinants and differentials between Asian and Western interpretations of culture are contingent upon the elements of collectivism and individualism that are represented. Although it would be a broad overstatement to claim that all Asian cultures do not value a degree of individualism or self-expression, it would be fair to say that the overall level of value that is associated with this particular understanding is drastically diminished as compared to the overall value that is directed towards individualism and self-expression within Western culture. As a function of this, the means through which cultural advertising and marketing takes place within the unique cultures of Asia oftentimes places a high premium upon the need for conformity, Association, and the requirement to “fit” with different trends or fashions that might be represented within a given period of time. As a direct result of this unique nuance, the markets of Asia inherently represent a higher demand for cutting edge fashion and product conformity as compared to the markets of the West. By means of contrast and comparison, markets within the Western world, specifically endemic to Europe and the United States, necessarily place a higher premium upon individuality and the “right” to self-expression. Once again, this particular response is one that is heavily impacted upon by culture. For instance, the unique dynamics of the political culture within the United States and Europe, over the past several hundred years, has exhibited the rise of democracy and a more person centric form of governance as compared with Asia. Although it is neither the place or intent of this particular analysis to discuss which particular cultural form of identity or governmental structure is superior, it must be understood that the emphasis that the Western world has placed upon individuality and the right of the person to determine their own fate/future has had a fundamentally powerful impact with respect to the way in which goods and services are now marketing to these individuals (Deleersnyder et al., 2009). For instance, rather than focusing upon conformity and the need to match the behavior of others, even a cursory review of marketing and advertising within the Western world indicates that individuality and need to stand apart from the crowd is a primary element through which advertisers seek to engage the would-be consumer. Another primary differential with respect to the approach that Asian and Western advertisers make to a particular consumer has to do with the utilize nation of explicit versus implicit suggestion. broadly speaking, advertisers and marketers that seek to engage with Western culture generally utilize a level of implicit suggestion as a means of encouraging the individual to act or behave in a given manner. Comparatively, the utilization of suggestion and influence that is represented within Asian marketing and Asian culture generally places a heavier level of emphasis upon explicit forms of suggestion. Once again, the differential between these two is a useful and powerful mechanism through which firms and businesses are able to engage with prospective clientele. However, once again, in order to understand this differential of culture, the reader should consider the information that has already been presented; specifically concerning the fact that Asian culture places a higher emphasis upon conformity as compared to Western culture which places a higher emphasis upon individuality and the ability and need to be different. Although this analysis runs the risk of broadly generalizing all forms of marketing within given cultures based upon the determinants that have thus far been discussed, it is true that a survey review of different marketing approaches within Asia will inherently lend the analyst to understand that direct and explicit exhortation to engage with a specific product is not outside the norm. Comparatively, when one performs the same survey within Western forms of marketing and advertising, this explicit form of encouragement for the consumer to engage with a particular product or service is almost nonexistent (Zhu, 2012). The underlying reason for this has to do with the differential between these cultures the fact that generally speaking individuals within the Western cultures do not accept for appreciate a given firm or organization telling them what to do. Although this is not understood in a negative light within Asian cultures or markets, it necessarily provides a powerful mechanism through which marketers and advertisers are able to present their goods to the consumer and engage them with a particular spending habit or product. From the information that has thus far been presented, it is clear and apparent that the culture plays a powerful role in determining the way in which a particular advertiser will seek to integrate a given good or service with the consumer. Rather than merely understanding that culture is one determinant of how this interaction will take place, it is safe to assume that culture is one of the primary, if not most important, considerations that a particular marketer or advertiser must take. Additionally, even throw a level of discussion has been placed upon the differential between the Asian and Western cultures, it must further be understood that any firm or business that seeks to perform effective marketing must consider all cultural dynamics both regionally and supra-regionally. Ultimately, the difference in culture that exists even within the Western world is profound and affects a situation in which a successful firm will come to realize that a level of cultural integration even within the United States will necessarily engender multiple approaches as a means of affecting the greatest impact upon profit margins. Additionally, the generalizations that it been made with respect to the Asian world are also effective to understand if a firm seeks to engage with the consumer in India as compared to the consumer in South Korea. Accordingly, these unique cultural differentials create a requirement for businesses to perform a massive amount of cultural research prior to delving into multiple markets simultaneously with the same marketing approach. History is ultimately littered with examples of firms that are prematurely engaged in a failed marketing approach in one market merely due to the fact that it was highly successful in another. Accordingly, the need to be mindful of cultural differences and effectively manage marketing approaches that are based upon these has come to be realized as a linchpin of overall business success in an increasingly diverse global environment. 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Theres Life To Be Done, Journal Of Advertising Research, 52, 3, pp. 385-387, Business Source Complete, EBSCOhost, viewed 15 April 2014. Read More