European Advertising vs. American Advertising Essays

872 Words Oct 31st, 2012 4 Pages
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European Advertising vs. American Advertising
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Research Paper
ARS 230 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
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Europe is well known for using sexual nudity to promote a product, simply because ‘sex sells’.
Approaching advertising in a different light would be emotionally. In America, advertising can be described as hard selling. Hard selling is a campaign or advertisement that is direct, forceful and straight to the point. For example while watching an American seatbelt warning on Youtube, the commercial is simply based on the motto, “Click it or Ticket”, showing average people driving their cars and getting pulled over by officers and receiving a ticket and fine. The commercial is to the point and straight forward, showing almost no emotion. The approach that American marketing companies have used is effective by saying ‘If you don’t’ wear your seatbelt, then you will be forced by law to pay a fine’. Similarly compared to the American commercial is the European commercial’s motto, “Heaven Can Wait”, is an emotional grasp on losing your life over not wearing your seatbelt. Although the two are trying to deliver the same idea, the European method seems to make a gentler or softer appeal to the viewer by incorporating emotion and reality into the grand scheme. The emotion, fear, is incorporated into this commercial and motivates the audience to action. We as viewers can see how both American and European advertising is very successful; it is hard not to view one as more effective.
Another aspect of