Cross Cultural Aspects Of Public Relations Management And Advertising

The main aspect of advertising is to ‘get more bang for the buck’, to make it aesthetically pleasing to the eye and gain the viewer’s attention. Throughout the years, advertising has varied in many ways from catchy slogans to iconic logos. Some may say there is nothing wrong with a little healthy competition, but what if one area is gaining the benefits slightly different than the others because of their boldness? American and European advertising are very different culturally as well as aesthetically. There has always been a cultural difference in the style of

Advertising and Societies: Global Issues. New York, NY: Peter Land, Inc., 2003. Rpt. In Advertising. Ed. Laura K. Egendorf. San Diego: Greenhaven Press, 2006. Opposing Viewpoints. Opposing Viewpoints in Context. Web 30 July 2015

Everyday our lives are affected by advertising and media. Companies use advertising to take advantage of every aspect of people’s lives. As a result, a change needs to happen in advertising, for the negative impacts of advertising are hurting the cultural norms of society. Everyday companies use advertising as a tool to take advantage of the relationships of consumers.

The case, Charles Foster sends an email, is a perfect example of the how globalization and increased cross cultural interaction is increasing the complexity and ambiguity facing the managers of large multinational companies. The specific focus of this case is to address the repercussions that can occur by using inadequate communication methods, given the importance and complexity of a situation. Also, the case addresses the possibility of cross cultural communication misinterpretation leading to confusion and confrontation amongst the parties involved. The objective of this qualitative analysis is to utilize both theory and practical

Each country is a different market, with its own language, buying habits, ways of living, mores, business methods, marketing traditions, and laws. So instead of trying to organize new agencies with American personnel, most U.S. agencies purchase a majority. However, U.S agencies are not locked into the differences, because through global marketing, all of people’s needs around the world will be same toward U.S products sold abroad. Global consumer culture also depends upon global media to create a sense of global identify and memory without which any cultural identity is incomplete (Smith 1991).

According to Hofstede definition, it is possible to develop the idea of national culture as a culture for a particular group of humans that includes systems of values and is passed down between generations by learning. (Hofstede, 1980, p. 21)

Advertising on a global scale is much more complex than advertising with a more local agenda (Kotabe & Helsen, 2004; Young, 2005). From one country or culture to the next, what is acceptable and desirable can quickly change (Levitt, 1983). That is not only true of the products or services being sold, but also true of the way those products or services are represented and offered to the public. Even something as simple as the slogan of a product must be carefully considered, because it may not translate well into another language (Hollensen, 2011). It could have a completely different meaning or connotation, and that is also true of the name of a product. Some companies have struggled with that in the past because they failed to perform due diligence before they put their product into a new and foreign market. Overall, it is much better to make sure that all the background research is performed and all necessary changes are made to the product and its packaging and representation before the global advertising campaign begins.

The company’s most significant competitor is Cadbury, a company that produces chocolate products targeted at mass markets, but is also positioned in terms of quality. Cadbury is extremely adept in its marketing competency, which has captured loyalty with many disparate consumer segments across the world, including China. For decades, Cadbury has built a brand reputation that gives its products a perception of high quality, sophistication, and fun. Cadbury utilises eye-catching advertisements in China (and the UK) which manage to illustrate

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Apple is one of the most recognized companies in the world today. What makes Apple products most recognized is the forms of advertisements the company uses in persuading the consumers rather than of their pioneering innovations and aspiring ideas their products have to offer. Each advertisement by the company uses single or multiple propaganda techniques. One must understand that Apple was company that was not on top of the business world until the company started using propaganda in the 1990s (Nudd,Tim). The propaganda was a great success as it used catchy phrase such as "Think Different" copying the IBM 's "Think IBM" campaign. Despite not having new products on market, once this advertisement was aired using some of the world heroes including Gandhi, MLK Jr. and Albert Einstein, their sales grew and the company profited (Siltanen, Rob). Use of these influential thinkers was one way of idealizing the company with them. This is when it was realized by the company initially, the importance of the propaganda use in their advertisements. Apple continues to cleverly use a variety of propaganda techniques in order to maximize their commercial impact on the general public. This paper will further explore a few of the propaganda techniques used by Apple to increase their sales and generate higher revenues compared with its competitors.

Nike: Just Do It. McDonald’s: I’m Lovin’ It. Nowadays, everything we buy has a message behind it. Advertisements are filled with motivational, emotional, and spiritual messages that provoke and inspire. In a world where advertisements are as abundant as flies and just as annoying, marketers must find a way to rekindle consumers’ interest in products. Marketers need to find a way to not just coexist with culture, but to become it.

Visual culture is the use of images, media, and other visual modes to represent the events and ideas of the world (Mirzoeff, 1999). The visual modes can range from an oil painting, to media on the internet, advertisements or TV. Visual culture has an influence on the consumer who is exposed to it. In this essay, I am looking specifically at how visual culture is used in advertisements, and how large brands, such as Coca Cola and McDonalds, use visual culture throughout their advertisements. Visual culture is often used to benefit a business. Such as increasing brand recognition through the marketing of the brand via colour or imagery. It can also be through catchy slogans or jingles that are created to leave an impression and therefore influence the consumer to the extent that they are remembered for a significant period of time. Therefore, it can be seen that Coca Cola and McDonalds both use different forms of visual culture in order to improve company image and increase brand recognition.

In this era of Globalisation, cross cultural management is the biggest challenge that is faced by the organisations. Within the business context, cross culture refers to interaction between different cultures. Cross cultural management refers to managing the employees from different cultural background in one environment (Adler, 2008). Cross culture management is a significant issue within the organisations as the success of an organisation depends upon the smooth interaction of the employees. This paper is aimed at providing insight on the cross cultural management and the main issues and challenges relating to cross cultural management. For the purpose of this paper, two articles, “Cross-cultural Differences in Management”, by Amman & Jordan

Corporate Communication is the communication effort of interpreting identity into image managed by organization. It is a management function to disseminate information about corporate through building corporate image and corporate identity. Corporate Communication is a set of activities involved in managing all kind of communications with the intention of create good impression or image for the cooperation between internal and

The relationship between culture and public relations: Defining cultural differences through the dimensions of national culture