Question

Topic: Advertising/PR

Is There Any Good Example Of Adopted Advertising Because Of Cultural Environment Or Barrier?

Posted by Anonymous on 8/3/2004 at 8:52 AM ET 250 Points
Hi!

I am looking for some advertising cases impacted by cultural environment.
For example, while some advertisings which are quite sensual, is accepted in most of western countries, they are not allowed in Asian culture.
There are various cultural environment which can influence international marketing and advertising policy of global companies.

If you have any good example, please let me know. ^^
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  • Posted by Mushfique Manzoor on 8/3/2004 at 12:41 PM Member
    Dear Serena

    the following are some of the examples where advertisements popular/well received in America had to be changed into other countries.

    - " ColaCola Enjoy" had to be changed to "Drink CocaCola" in Russia as enjoy is perceived to be associated with sexual sensations.
    - Ford Motors launched a car under the name "Pinto" in Brazil but it turned out the Pinto in brazilian mean "small male sex organ" and had to change the name to "Corcel" which means Horse.
    - PepsiCola lost it dominant market share to Coke in South East Asia when Pepsi changed the color of its vending machines and coolers from deep "Regal" blue to light "Ice" blue as Light blue is associated with death and mourning in SE Asia.
    - AT&T showed a Thumbs Up (you see the front side in the ad) ad in US and other parts of the world, but in Russia and POland thumbs up like that manner had offensive feeling. so AT&T had to change the ad and for Russia and Poland they showed the Thumbs Up ad by showing the back side of the thumb.

    hope this answers! you can check any Consumer Behavior book and will get loads of example.

    Cheers!
  • Posted by bobhogg on 8/3/2004 at 1:34 PM Member
    For the last two years or so, there has been a series of TV ads running here in the UK (and similar campaigns in other markets too) from HSBC which illustrate the different interpretation of symbols, gestures, etc. in different cultures. The ad aims to show how HSBC (The world's local bank) understands all these cultural differences and can therefore help businesses with their understanding too.

    Here's a link to the announcement of the original campaign in Malaysia, for example:

    https://biz.thestar.com.my/news/story.asp?file=/2002/3/13/business/yvhsbc&s...

    Good luck,
    Bob
  • Posted by Mushfique Manzoor on 8/7/2004 at 11:15 AM Member
    Dear Serena

    i gave the examples from a book titled "Consumer Behaviour - Building Marketing Strategy" by Del I Hawkins, Roger J Best and Kenneth A Coney.

    The book doesnt say which country of SE Asia regarding the Pepsi/Coke matter. But you can have a look at Chapter 2 of this book (International Edition). This book has a lot of this type of example.

    glad that i could be of some help.

    Cheers!

    Mushfique
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