The relevance of this topic is shown by the following true story of the Gerber Company:
Gerber once decided to sell their brand of baby food in a West African country. They exported the product and ran the same copy that had been selling jars for them by the billion since 1926. They put the famous label on the jar, with the baby wearing a big smile which, over the years, had helped them become a household name back home.
Reports soon came back from the distributor, announcing zero sales. Later, reports came back on the national news, telling or rioting in the streets, and casualties. Worried company chiefs watching television back home in the Unites States thought they glimpsed people burning copies of their poster in the background.
Much later, it transpired that in many African countries, there was a very real but hitherto undocumented assumption that what you see on the label is what′s in the jar. This came over to consumers as a coarse hint that the little boy, far from endorsing the product, was the product: people thought they were being expected to feed their black babies with white baby. Sensibilities were naturally offended by this immodest proposal, and outrage soon gave way to violence. (Anholt, 2000:51)
This story shows that culture has an enormous impact on advertisements. The fact that makes it more important than it has never been before, is globalization. As more and more companies are taking the decision to market their products abroad, they are facing cultural and linguistic dilemmas which international advertising invariably raises.
This report aims to give an insight into this complex subject.
[...]
Table of Contents
1. Introduction
2. Types of Advertising
3. Culture
3.1. Definition of Culture
3.2. Influences of Culture on Advertising
3.3. Success of Coca-Cola
4. Conclusion
5. Appendix
5.1. References
5.2. Gunning Fog Index
Research Objectives and Themes
The primary objective of this report is to analyze the significant impact of culture on international advertising and to examine how globalization necessitates a deeper understanding of cultural nuances by multinational companies.
- The role of cultural background in shaping consumer perception.
- Key differences and challenges in international advertising campaigns.
- The central importance of language as a reflection of culture.
- Successful strategies for managing cultural diversity in global branding.
Excerpt from the Book
3.3. SUCCESS OF COCA-COLA
Coca-Cola is one of the best examples of how international advertisement can succeed and how to take cultural differences in consideration.
In 1998 Coca-Cola Company launched a television commercial for the Muslim fasting month of Ramadan. The commercial was titled "Charity" and marked the company's first attempt to have one Ramadan television commercial for its entire worldwide market. In the past, the brand's Ramadan commercials had been made by local advertising agencies in each country, but the "Charity" ad ran in twenty Islamic countries including Malaysia, Indonesia, Pakistan, Bangladesh, the United Arab Emirates, Turkey, Egypt, Lebanon, and Morocco.
The advertisers searched for similarities and dissimilarities in the observance of Ramadan in several major Muslim cities. The research showed that the spiritual aspect of Ramadan - the emphasis on the values of love, charity and forgiveness - was universal. With this information, he advertising agency came up with a simple story of charity and friendship brought to life by a child.
The Coca-Cola Company launched another well-known ambitious new international ad campaign in January 2000. Using the slogan "Coca-Cola. Enjoy", the campaign was designed to appeal to people all over the world by persuading them that Coke adds a touch of magic to the special moments in their lives and was even more successful than the “Charity” ad.
Summary of Chapters
1. Introduction: This chapter highlights the impact of culture on advertising through the case study of a failed marketing campaign by the Gerber Company in West Africa.
2. Types of Advertising: This section provides an overview of five major media types used in advertising, detailing their unique characteristics and specific advantages.
3. Culture: This chapter explores the definition of culture and its profound influence on consumer behavior, including a case study on Coca-Cola's successful global approach.
4. Conclusion: The summary emphasizes the necessity for international advertisers to study target group cultures intensely to navigate the complexities of global marketing.
5. Appendix: This section lists the academic references used in the research and provides an analysis of the text complexity via the Gunning Fog Index.
Keywords
Culture, Advertising, International Marketing, Globalization, Consumer Behavior, Language, Cultural Differences, Branding, Communication, Coca-Cola, Media Types, Cross-Cultural Strategy.
Frequently Asked Questions
What is the core subject of this paper?
The paper examines how cultural factors influence the effectiveness of advertisements and the challenges companies face when marketing products on an international scale.
Which thematic areas are covered?
The research covers the fundamental definitions of culture, various advertising media platforms, the role of language, and practical examples of global marketing success.
What is the primary objective of this report?
The goal is to demonstrate that cultural awareness is a critical component for the success of international advertising campaigns in a globalized world.
What scientific methods were employed?
The author uses a qualitative research approach based on literature analysis and case study examination to illustrate the impact of culture on commercial communication.
What topics are discussed in the main section?
The main section covers the distinction between various advertising media, the definition of culture in a marketing context, and the specific case of Coca-Cola’s Ramadan campaign.
Which keywords best characterize this work?
The work is characterized by terms such as culture, international marketing, consumer perception, global advertising, and cultural barriers.
Why was the Gerber Company example selected for the introduction?
The Gerber Company case is used to dramatically illustrate how a lack of cultural awareness can lead to business failure and even social conflict.
How does the Coca-Cola case demonstrate successful cultural adaptation?
Coca-Cola succeeded by identifying universal spiritual values shared across various Muslim countries, allowing them to create a unified yet culturally resonant message.
- Quote paper
- Franziska Pfund (Author), 2002, The influence of culture on advertisement, Munich, GRIN Verlag, https://www.grin.com/document/7725
