This essay is about cultural identity in the advertising of non-alcoholic beverages. This paper f... more This essay is about cultural identity in the advertising of non-alcoholic beverages. This paper focuses on audiovisual advertising rather than on the traditional printed media. The essay aims to appreciate the intercultural communication difficulties in brand advertising intended for global and target audiences. It has the ambition to demonstrate the role of cultural identity in beverage advertising, but also to call attention to the challenges offered by globalization and the rise of national misunderstandings due to cultural differences. A large amount of advertisements from France, the United States and South Korea have been analyzed in order to find correlations between today's advertising features and the work of the anthropologists Geert Hofstede and Edward T. Hall. The results show great interconnections between Hofstede’s cultural dimensions and their impact on advertising, as well as consistent links in advertising with high and low context cultures. However, the increasing conflict of cultural identities within a society and the growth of globalization appear as evident threats to the use of cultural values in advertising, and therefore should not be underestimated.
This essay is about cultural identity in the advertising of non-alcoholic beverages. This paper f... more This essay is about cultural identity in the advertising of non-alcoholic beverages. This paper focuses on audiovisual advertising rather than on the traditional printed media. The essay aims to appreciate the intercultural communication difficulties in brand advertising intended for global and target audiences. It has the ambition to demonstrate the role of cultural identity in beverage advertising, but also to call attention to the challenges offered by globalization and the rise of national misunderstandings due to cultural differences. A large amount of advertisements from France, the United States and South Korea have been analyzed in order to find correlations between today's advertising features and the work of the anthropologists Geert Hofstede and Edward T. Hall. The results show great interconnections between Hofstede’s cultural dimensions and their impact on advertising, as well as consistent links in advertising with high and low context cultures. However, the increasing conflict of cultural identities within a society and the growth of globalization appear as evident threats to the use of cultural values in advertising, and therefore should not be underestimated.
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