Cultural Differences in Advertising
One of the most difficult challenges for marketing internationally is communicating to people of diverse cultures. Cultural differences may exist not only between nations but also within a nation itself. Because of the varying value systems, attitudes, perceptions and communication of individuals and groups this makes it difficult to reach every market. Before starting any project research needs to be done to make sure your design is not offensive to the market in which it’s intended.
In the article “The Gender Ads Project” the Author takes a look at so many different ads and what they were supposedly intended to do and actually how they came across to the “other side.” This website http://www.genderads.com/Gender_Ads.com.html offers a huge range of topics that are controversial, yet excepted, depending on your value system. Just click on the “dolls” link and look at some of the ads, you will be amazed what someone has decided is in good taste.
This ad (http://www.genderads.com/Dolls.html#29 ) has a man in bed with a doll, he seems to be very happy and the title reads “ For those obsessed with fashion”
What do these ads mean? What are their impact on our minds, bodies, relationships, and society? These are all question we need to ask ourselves before starting any design project.
Color means different things to different cultures. In China green is viewed as a very bad color. If a man was said to be wearing a “green” hat that means he is having and affair. In Ireland green is viewed very positively. It is their national color and the color of shamrocks, which are good luck. In the country of Malaysia Green leaves laid in the back of your car window means you are in trouble and assistance is Needed. In the Middle East (Muslims) green is the color of life, and paradise; heaven is described as a lush green garden. In the United States green represents ecology and conservation. It is a very positive thing to be “green”
PEACE SYMBOL or a BROKEN UPSIDE-DOWN CROSS:
One of the most widely known symbols in the world, in Britain it is recognized as standing for nuclear disarmament —and in particular as the logo of the Campaign for Nuclear Disarmament (CND). In the United States and much of the rest of the world it is known more broadly as the peace symbol however, the peace symbol meant different things at different times.
Some call it Nero’s cross, linking it to the notorious Roman emperor who persecuted Christians. Centuries later, it was recognized as an old Norse Rune. After WW2 (1939-1945), it was found on the tombstones of some of Hitler’s SS troops and labeled ‘The Dead Man Rune.’
Revived in the sixties by hippies and others who protested nuclear weapons, Western culture, and Christian values, it became a worldwide symbol of a new age of global peace and earth-centered unity.
Sources:
http://www.docspopuli.org/articles/PeaceSymbolArticle.html
http://www.crossroad.to/Books/symbols1.html
http://www.ltcconline.net/lukas/gender/pages/controversy.htm
http://www.genderads.com/Gender_Ads.com.html
