Over the past two decades a lot of western companies/brands have made their foray into the eastern market and vice versa. A lot of American cuisine (western cuisine), clothing lines, cosmetic products, automobiles and several other American brands that my parents' generation had just heard of in their childhood have reached Indian homes. While Pizza Huts and Starbucks satiate the hunger of a typical Indian teenager, brands such as Tommy Hilfiger and Michael Kors have found place in every upper class Indian's wardrobe. Right from Pepsi and Coca Cola to Taco Bell and California Pizza Kitchen, name it and India has it. Not all of these brands necessarily advertise but the ones which advertise differ in the message they communicate to the Indian audience and to the American audience.
India falls under the highly collectivist and high-context culture while US falls under the highly individualistic and low-context culture. American ads use direct approach, individualistic visual stances, sexual portrayal of women and comparative approaches while Indian ads use indirect communication style, collective visual stances and stereotypical portrayal of women. On a personal front, I find American ads to be highly creative (owing to the liberal nature of American society) and funnier compared to the Indian ads which are highly emotion driven (owing to the closely knit family structures) and subtle in nature.
While Apple and Samsung in US wouldn't leave a single chance of attacking each other and proving themselves as superior brands, same brands in India cannot even distantly mention each other in their ads. According to the Indian advertising law, "a manufacturer is not entitled to say that his competitor's goods are bad so as to puff and promote his goods. It, therefore, appears that if an action lies for defamation an injunction may be granted." (Adveritising Laws in India)
A McDonalds ad in India and in US serves its audience with the same cheap menu option but with a slight variation. The Indian version combines the concept of Rs. 20 (Dollar Menu in US) in a dramatic family setting which is actually quite heartwarming. While on the other hand, the American version focuses on the close shots of the burgers, people biting onto them and enjoying the taste with the closed eyes. Hence, it wouldn't be wrong to infer that McDonalds in India sells values along with the product, while in US it sells taste along with the product. There are certainly exceptions to the creative aspects of advertising. But, this seems to be the closest ongoing advertising trend in these countries.
The above examples were just described to give an idea of how culture influences the advertising and how these ads in return shape the society. The entire advertising, culture and society thing is like a circle, with each being dependent on the other one. Also, among so many dissimilarities in culture, all these brands communicate a common universal advertising theme/message which they use in all the countries they have their feet in.
India falls under the highly collectivist and high-context culture while US falls under the highly individualistic and low-context culture. American ads use direct approach, individualistic visual stances, sexual portrayal of women and comparative approaches while Indian ads use indirect communication style, collective visual stances and stereotypical portrayal of women. On a personal front, I find American ads to be highly creative (owing to the liberal nature of American society) and funnier compared to the Indian ads which are highly emotion driven (owing to the closely knit family structures) and subtle in nature.
While Apple and Samsung in US wouldn't leave a single chance of attacking each other and proving themselves as superior brands, same brands in India cannot even distantly mention each other in their ads. According to the Indian advertising law, "a manufacturer is not entitled to say that his competitor's goods are bad so as to puff and promote his goods. It, therefore, appears that if an action lies for defamation an injunction may be granted." (Adveritising Laws in India)
A McDonalds ad in India and in US serves its audience with the same cheap menu option but with a slight variation. The Indian version combines the concept of Rs. 20 (Dollar Menu in US) in a dramatic family setting which is actually quite heartwarming. While on the other hand, the American version focuses on the close shots of the burgers, people biting onto them and enjoying the taste with the closed eyes. Hence, it wouldn't be wrong to infer that McDonalds in India sells values along with the product, while in US it sells taste along with the product. There are certainly exceptions to the creative aspects of advertising. But, this seems to be the closest ongoing advertising trend in these countries.
The above examples were just described to give an idea of how culture influences the advertising and how these ads in return shape the society. The entire advertising, culture and society thing is like a circle, with each being dependent on the other one. Also, among so many dissimilarities in culture, all these brands communicate a common universal advertising theme/message which they use in all the countries they have their feet in.
No comments:
Post a Comment