Cross Cultural Differences in Tv Advertising, Comparative Study: Usa, Austria and Serbia

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

What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking.

For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of

Throughout history, advertising has played a significant role in consumerism, politics, and much more. By the 1920’s it had developed into a major aspect of daily life for Americans, determining everything from their hygiene habits to their meals. Despite this having been almost one-hundred years ago, there are many similarities, but also many differences in the advertising industry today.

During the 1920’s, advertisement has changed in many aspects of American culture. Although the concept of advertising has existed in the United States since the establishment of the thirteen colonies, the American advertisement became what it is today as in a result of the 1920’s. During that time, most of propaganda techniques, that were used in modern times, were officially established and perfected. However, advertisers find great accomplishments with the different techniques such as psychology of advertisement, brand consciousness, therapeutic ethic, and even the use of women image use on consumers that will master mind the advertisement culture.

Few researchers have explored sexuality in advertising across multiple countries or the factors that may contribute to its’ content. Michelle Nelson and Hye-Jin Paek examine the degrees of sexuality in advertising within Cosmopolitan across seven countries (Brazil, China, France, India, South Korea, Thailand and the U.S). Nelson and Paek’s study discloses, “even within a transnational Western magazine, degrees of sexuality differ” (2005, p. 371). More specifically their research showed that cultural values and political/economic systems are related to degrees of sexuality presented in advertisement and the “presence of Western (nondomestic) models, sexual freedom values, and a less authoritarian political culture

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.

Thank you for reminding me that I completely forgot about media advertisements. First of all, it will start with many people knowing the university.

The gender dynamics in an advertising commercial has not change throughout the years. Ads are a vast source of stereotyping since they are targeting a specific gender. Studies show that there are more male roles on television than female roles. Women are more often present in commercials, because they are seen as responsible for making everyday purchases. Men generally advertise cars, cigarettes, business products, or investments. Whereas women are shown rather in the commercials with cosmetics and domestic products. They are also more likely portrayed in the home environment, unlike men, who are shown outdoors (Barthel 24-5).

Question 1: This article reflects on the issue whether advertising should reflect attitudes in society or does advertising lead cultural change? The article examines the growing demand for diversity in how families are portrayed in advertising.

In the article “Are Men and Women Portrayed Differently in TV Ads” the author Adrian Furnham explains how the media following gender norm. Adrian research suggest that advertisement also hold gender values throughout the media by advertising product that are stereotypical. Even more advertisement try to promote their product on purpose so that people can copy behaviors. Adrian also examined some many people do no follow gender but are enforced by the media; By advertising home products to women and technology and automotive to men. Ads also picture women being at home and men were shown to be outside. Moreover, females are more sexualized through advertisement than men do. They also found that stereotyping in other countries like Kenya and

The meanings and perceptions that viewers take from television commercials are subjective. The purpose of a commercial and the way the audience understands a commercial has a lot to do with the personality of the individual watching. Race, gender, socioeconomic status, age, and religion are all factors which contribute to how given audiences understand pop culture and Television. Audience ethnography is a tool used by television critics to describe and understand how different groups construct meaning from television texts and mediums. This tool is useful because it helps producers connect to their audience and allows them to assume what their implied viewers

For some people its the catchy jingle that catches their attention. For others it may be the famous celebrity that appears on their screen. Some people are even drawn in by the corny catch phrases and over dramatic acting. No matter the case, companies tend to spend billions of dollars in advertising, pursuing customers to buy their “must-have” products, and spending whatever money necessary to get their messages across to those watching. Throughout the years, marketing executives have realized that they must refine their commercials and target buyers based on gender. Advertisements on television have exposed images which are stereotypical representations and somehow have been constructing cultural ideas about gender along the way.

Commercials are a vast option available to the media when it comes to stereotyping of gender as they are focused on specific ones, either they are for male or female oriented and are to quite extent the reflection of the recipient. The modern commercials not only aim to satisfy the needs but they are meant also to satisfy their creation.

Dicken, P. (2007). Global Shift: Mapping the Changing Contours of the World Economy, 5th. Edition. SAGE Publications