How does culture affect international advertising campaigns? In a short essay, provide an example of an international advertising campaign which was unsuccessful due to cultural differences
What will be an ideal response?
Culture determines buyer attitudes toward the role and function of advertising, humor content, the depiction of characters (such as the roles of men and women), and decency standards. Advertising conveys a message encoded in language, symbols, colors, and other attributes, each of which may have distinctive meanings.
For example, in China, Nike Inc. ran an ad produced for the U.S. audience in which NBA basketball star LeBron James battles—and defeats—a computer-generated Chinese Kung Fu master. Chinese consumers were offended and China's national government banned the advertisement.
You might also like to view...
Consider two companies that operate in the same line of business and have the same degree of operating leverage: the Basic Company and the Grundlegend Company. The Basic Company and the Grundlegend Company have, respectively, no debt and 50 percent debt in their capital structure. Which of the following statements is most accurate? Compared to the Basic Company, the Grundlegend Company has:
a. a lower sensitivity of net income to changes in unit sales. b. the same sensitivity of operating income to changes in unit sales. c. the same sensitivity of net income to changes in operating income.
Roger is always eager to own the latest cell phone model launched in the market. He makes it a point to buy new cell phones on the first day of their launch
He is also an active member of various online forums that discuss the latest technical developments. In this case, Roger is a(n) _____. a. laggard b. innovator c. early majority d. late majority