Transcript Meeting 13

Global Advertising and PR
Meeting 13
Public Relations
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PR is Western, but how did Germany use it?
PR in developing nations is located between
material and nonmaterial aspects of culture.
How does this differ from Western PR?
Democratic propositions:
1. Cultures with lower levels of power distance w/
hi levels of worker trust will develop good PR
2. Orgs in cultures w/o above when personalities
foster participative org culture
Advertising Technology
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London -film ads on subway walls
Scents to enhance brand image
Internet ads/ Google
Shows with product stars
Advertising Executional Styles
1. Announcement - facts, message,or
corporate presentation; no people; voiceover, music; GE, Mobil; Spain So Africa
2. Pure display - product as appearance;
fashion, jewelry, perfume;
3. Association Transfer - lifestyle,
metaphor, celebrity; France, Italy
Ad Styles
4. Lesson - facts and arguments; no
interaction or dialog; US, Western Eur
• Presenter; Germany
• Endorsement / testimonial; Japan
• Demonstration
• Comparison; US
• “How to”
Ad Styles
5. Drama
• Slice of life; Sweden, Italy
• Problem solution
• Vignettes
• Theater; France, Belgium
6. Entertainment; Sweden, Japan
• Humor
• Play with product as actor
Ad Styles
7. Imagination - fictional; Spain, UK
8. Special effects -cartoon, animation, visual;
UK, South Africa, Spain
Social Values for Ad Use
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Self-fulfillment: Japan + Germany Belonging: Norway + France Security: Germany + Russia Fun: France + Norway Self-respect: Denmark + Japan Sense of Accomplishment: US + Germany -
Postmodernism
• Will organizations pull us into an era of
conformity and authoritarianism?
• Will individualism bring a cultural
eruption?
• Will fragmentation of self and society
prevail?
• Are 1st, 2nd, 3rd World categories valid?
Societal Differences
Traditional
• Consensual; media for
information
• Hierarchial;
communication
between social
unequals
Modern
• Pluralistic
• Shared constructions
of reality
• Egalitarian