Multicultural Advertising Exam 1

High Context

Most of the information is part of the context or internalized in the person; very little is made explicit

Inaccessible to the outsider

Low Context

Information is carried in the explicit code of the message

Characterized by explicit verbal messages

What layer is culture?

Acts an in-between layer that is not universal but is specific to catagory or group (in the middle)

Inbetween human nature and personality

Nature vs. nurture

Nature refers to the idea that there is a link between biology and culture. Cultural neuroscientists discover how “human culture” is manifested in neural activation patterns and neural processes ingrained in our DNA.

Nurture is the idea that cultural practices (ie. The values we are raised with) can impact brain adaptations.

Masculine vs. Feminine cultures

Masculinity - A society in which emotional gender roles are distinct: men should be assertive, tough, and focused on material success, women on the quality of life.

Femininity - A society in which emotional gender roles overlap; both men and women are supposed to be modest, tender, and focused on the quality of life.

Masculine Cultures examples

Japan (95), Italy (70), and Germany (66)

Feminine Cultures examples

Netherlands (14), Denmark (16), and Costa Rica (21)

Individualism

A society in which individuals from birth onwards are part of strong in-groups.

Collectivism

A society in which the ties between individuals are loose: everyone is expected to look after self and immediate family only

Individualist Societies examples

US (91), Australia (90), and Britain (89)

Collectivist Societies examples

Arab Countries (38), Mexico (30), and China (20)

8 Elements of Culture

Language, Symbols, Values, Artifacts, Beliefs, Norms, Model Behavior, and Social Institutions

Language

The foundation of shared meaning that is constructed to express the world around us. Each language has unique symbols, inflections, tones, and meanings to share what we perceive to be reality

“Like a Girl” campaign

Symbols

The basis of culture: An object, word, or action that stands for something else with no natural relationship that is culturally defined. Everything one does throughout their life is based on and organized through cultural symbolism

“God Made a Farmer”

Values

Culturally defined characteristics or behaviors that are positive and beneficial to the individual and the community for survival in their particular culture

“Men + Care: Care makes a man stronger” campaign

Artifacts

Objects created by, utilized in, or perpetuated through a culture that have a specific purpose, whether symbolically, religiously, or functionally

“Ford Motor Dreams” crib

Beliefs

A shared system of knowledge as to the nature of the world around them, how it works, and why it exists. Although it may most often be correlated to religion, beliefs are how we as a culture agree the world is and how we fit in it.

Dodge Challenger “Freedom and Cars” ad

Norms

Attitudes and behaviors that are considered normal, typical, or average within a particular group. There are two types of norms:

• Mores: Norms of morality

• Folkways: Casual everyday behaviors

Trump Ad

Modal Behavior

Behavior that society almost unanimously exhibits. If a member does not exhibit this behavior, they are considered deviant and are seen as abnormal

Social Institutions

A group of people who have come together for a common purpose. These institutions are a part of the social order of society, and they govern behavior and expectations of individuals

• Girl Scouts, Boy Scouts, Veterans

Veteran American Airlines Ad

Should we break or adhere to cultural norms?

Cultural norms make life predictable, and most of us would rather conform to them than be true to ourselves

Hofstede’s manifestations and local accents

When speaking a language, you and I each speak it each with our own local accent, acquired when and where we grew up

Equally true but less evident: we also think, feel & act with local “accents”, acquired when & where we grew up. We call this our national culture.

Power distance

The extent to which the less powerful members of institutions and organizations expect and accept that power is distributed unequally

Transferred to children by parents and other elders

Narrowcasting

To aim a broadcast at a narrowly defined area or audience

Stereotypes

Mentally placing people into categories, and it can be either functional or dysfunctional

Functional Stereotyping

When we accept it as a natural process to guide our expressions

Dysfunctional Stereotyping

When we use it to judge individuals incorrectly and only seeing them as part of a group

Ethnocentrism

The tendency to think that where we live is the best place; we are superior

Levels of Culture (widest to narrowest)

World/Humanity, Contient, Nation, Region/Province, Tribe, Family, Individual

3 Major Large-Scale Models

Hofstede, Schwartz, and House

Hofstede Model

Understand differences in the work motivations of all levels of employees, caused by the nationality of the employees.

Schwartz Model

Basic values on which individuals in all cultures differ, and from there developed a theory of cultural values on which societies differ.

House Model

Effectiveness of leadership styles; is charismatic leader behavior was universally acceptable and effective?

Which model is this class and book is based on?

Hofstede model