#ALA102
Here we are going to see whether there are differences in creative advertising across different countries. I’m going to compare two different countries, Australia and India, with the same “Nescafe” brand.
What is the Ad About ?
Australia Ad
This ad features a barista talking about coffee, how they carefully pick Arabica and Robusta beans before they are roasted, and how they mix experts that produce a rich fragrance and a special bold taste. They also added that the coffee is of high quality.
Indian Ad
This ad shows an inspiring story about a cartoonist who loses his job at a newspaper company but doesn’t stops his creativity. The cartoonist shows how he steals glances and ideas of people life and creates his cartoon creativity on it. He says that it is like entering a person life without a ticket. They show him everyday he would draw something in a box which fits in a newspaper with a cup of nescafe but now he wonders what to do as he lost his job in a newspaper company. He says that his coffee motivates him to go back to work and even if it doesn’t reach the newspaper, it doesn’t have to. “A cartoon and a cartoonist cannot sit idle.”
Culture Difference
“National Culture cannot be changed, but you should understand and respect it.”
– Geert Hofstede (Hoftstede insights, n.d.)
According to Professor Geert Hofstede, there are 6 dimensions of natural culture that differentiates between different countries . So let’s compare these two countries with the dimensions.
In these two advertisements above, we ‘re just going to compare them to individualism and masculinity.
Individualism
In Australia, with a score of 90 on individualism, is a strongly individualistic society. This turns into a loose-knit community in which people have to look after themselves and their immediate families. Here in this ad, the barista presents a high quality coffee which can now be at your own coffee table which kinda shows how its targeted for an individual users. The user in scenario should be interested in coffee in order to enjoy the ad here.
Throughout India, with an intermediate ranking of 48, there is a culture with both collectivist and individualist features. The collectivist side means that there is a high preference for belonging to a larger social framework in which individuals are expected to act in accordance with the greater good of their defined in-group(s) and in the Individualist aspect of Indian society is seen as a result of its dominant religion/philosophy.
Here in this ad, shows a cartoonist who was first an individualist i,e he was working under a newspaper company until they let him go , which made him an collectivist as he began to expand his creativity in other platforms such as online, paper, glass , toilet roll, etc.
Masculinity
In Australia, with a score of 61 on this dimension and is considered a “Masculine” society which demonstrates that Australians are proud of their strengths and accomplishments in life and provides a framework for recruiting and supporting decisions at the workplace.
This ad shows an Australian barista who selects the high quality coffee beans and blends it perfectly which makes the coffee create a rich aroma and a unique bold taste.
In India, with a score of 56 on this dimension and is considered a “Masculine” society.In reality, India is very masculine in terms of visual show of success and power. Their focus is on success and achievement, validated by material gains. Work is the core of one’s life and noticeable symbols of achievement in the workplace are very important.
This ad tries to inspire people to keep going and doing what they love. Their slogan for this ad is, ” Grab a coffee and keep going !”. This ad shows how the cartoonist doesn’t sit idle after his job and his coffee tells him to go back to work. This ad is very motivational and very innovative as it draw people’s attention and they promote their products at the same time.
Reference
- Hofstede Insights n.d., ‘National Culture’, Hofstede Insights, retrieved 20 June 2018, <https://www.hofstede-insights.com/models/national-culture/>.
- Country Comparison – Hofstede Insights (2020). Available at: https://www.hofstede-insights.com/country-comparison/australia,india/ (Accessed: 11 July 2020).
- YouTube (2020). Available at: https://www.youtube.com/watch?v=GP_zdW6sl-k (Accessed: 11 July 2020).
- YouTube (2020). Available at: https://www.youtube.com/watch?v=MrbU8zt7fIU (Accessed: 11 July 2020).
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