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DEPICTION OF CULTURAL DIFFERENCES IN ADVERTISEMENTS: USA VS CHINADr. Satyendra Singh
Professor, Marketing and International BusinessEditor-in-Chief, International Journal of Business and Emerging
MarketsUniversity of Winnipeg
Conference Chair, Academy of Business and Emerging Markets (ABEM)
Conference August 2-4,2016
Phnom Penh, Cambodia www.abem.ca/conference
OBJECTIVE
To compare American and Chinese advertisements
USA and China spend $8b and $.5b on advertisements, respectively
Useful for managers when adapting western-style advertisements for eastern markets
HYPOTHESES: HOFSTEDE’S DIMENSIONS
Individualistic/collective
Uncertainty
Power distance
Time orientation
Masculine/feminine
Indulgence vs restraints
METHODOLOGY: SEMIOTICS
TIME ORIENTATION/POWER DISTANCE
Size, get free, quick Variety, freshness, slow
TIME-ORIENTATION
KFC gives the impression of a sit-down restaurant KFC has no chefs! Misleading? Or Adaptation?
INDIVIDUALISTIC
Fact, Rebellion, individualistic Emotion, Collective Dove stability
INDIVIDUALISTIC/UNCERTAINTY
Models, looks, style Small, efficient, emotion
UNCERTAINTY/ TIME ORIENTATION
Beauty, results, time Bottle, Few text, must be popular
MANAGERIAL IMPLICATIONS
Country and Citizen beliefs must match
QUESTIONS?
