JMS450

Four Elements of Advertising styles

**Varies across cultures just like communication 1. Appeal 2. Communication Styles 3. Basic advertising form 4. Execution

Individualism vs. Collectivism

**explains the variance in communication -Individualistic: direct •US •Low uncertainty avoidance culture -Collectivistic: indirect approach •China, Japan

Manrai and Marai's cross-cultural consumer behavior framework-Processes "HOW"

*Social Processes: -motivation -emotion -group prcoesses *Mental processes: -cognition -learning language -perception -information processing -communication -decision making

Minority identity development stages

*unexamined identity--> -characterized by the lack of exploration of identity, be it racial sexual, ethnic, gender. •Individuals may lack interest in the identity issue -people don't realize they are different or have a different culture until they are surrounded by people who are different than them *conformity-->characterized by the internalization of the values and norms of the dominant group and strong desire to assimilate into the dominant culture •Negative attitudes toward group causes them to question dominant culture attitudes *Resistance and separation-->triggered by negative events in dominant culture •Rejection of dominant group values and norms *Integration--> Ideal outcome of identity development- achieved identity •Strong sense of own group identity, appreciation for other cultural groups

Functions of the internet as summarized by the author and in class

--Information exchange •News, webpages oEntertainment •Reading, games, entertainment programs --Social network •E-mail, dating sites, facebook --Self expression •Blogs --Advertising •Online ad --Marketing •Sales, Amazon --Organization •Interest groups --Escape •Just for fun surfing the internet

Low Culture vs. High Culture

--Low culture: activities of the non elite: music videos, game shows, professional wrestling, etc. •Cultural seen as unworthy of serious study •Neither transcendent nor timeless --High Culture: refers to cultural activities that are often the domain of the elite: ballets, opera, great literature, etc •Activities sometimes framed as interaction b/c they can be appreciated from audiences all over the place, from other cultures, in different time periods

Basic advertising form and Execution

-Basic advertising form: including testimonial, drama, entertainment •E.g. US ads use a spokes people who state their names and what they think about a product: testimonials •E.g. India ads use a lot of music to create a favorable atmosphere -Execution: how the ad is carried out •E.g. in the US, we use close ups, focus on the individual •E.g. Chinese Commercials like to depict the individual in relation to family and friends

Example of how advertisements work

-Case of Japan (example) •1. Befriends audience •2. Prove to audience that you understand their feelings •3. Show that you are nice to them •4. consumers will want to buy b/c they trust/feel/like you •5. They'll find out the benefits after they made the purchase

Identity and Stereotype, levels and what they mean (in-class exercise)

-Classification-->general tendency to sort groups -Labeling-->tendency to give groups a name -Stereotype-->beliefs positive or negative about certain groups -Prejudice-->negative attitudes towards certain groups -Discrimination-->actually taking action on groups because of your prejudice (Pen/Pencils/Scissors example in class)

Electronic media: mediated communication

-How people use the internet, cell phone, Facebook, twitter, answering machines, etc •E.g. Japanese lee likely to use answering machines than American •Chinese prefer real time communication -Instant messaging -Text messaging •Cultural misunderstanding still exists on internet -Self disclosure through internet

Identity and Image WHO

-Identity is defined as the idea one has about oneself, one's characteristic properties, one's own body, and the values one considers important. -Image-how others see and judge a person. -Identity- as for personality- refer to an independent individualistic self. -Western cultures-people tend to assess the identity of self and others based on p. traits, on other individual characteristics such as age and occupation (material symbols) -Collectivistic cultures-ppl are not used to doing so. Assess themselves in terms of their ability to maintain harmonious relationships with others. One's identity is the group: the family, neighborhood, school, or the company where one works.

Collectivistic cultures and PR

-PR can views as a way of maintaining personal and interpersonal relationships with the press and media -Journalists are sometimes hired to a do a favorable story on an organization •EX: in large power distance cultures, the public is more likely to accept those in power have the right to determine how much information must be release, NOT THE CASE IN US

Exact

-Precise, accurate -Low-context -Verbal personal -Finland, US, Netherlands, UK

Manrai and Marai's cross-cultural consumer behavior framework-Consumer Behavior Domains

-Product Ownership usage -Adoption/diffusion of innovations -complaining behavior -brand loyalty -responses to advertising -media usage

Succinct

-Silence has meaning -China

Three perspectives in identity research

-Social Science -Interpretive -Critical

Manrai and Marai's cross-cultural consumer behavior framework-Consumer

-The Person -Values -Culture

Elaborate

-Verbal, expressive -Verbal contextual -Brazil, Italy, Japan, Arab World, Spain -High-context

Appeal and Communication style

-appeal: motives and values •e.g. Purity in Germany (high uncertainty avoidance) •respect for elderly in china (large power distance) -Communication style: explicit, implicit; direct, indirect styles •Direct/ Explicit style state that fact straightforwardly/verbally •Indirect/ implicit style prefers visual images, metaphors

Group Processes

-collectivistic group members reference group is part of identity -individualistic they get to chose -feminine cultures-marriage partner plays a stronger role in the buying process than in masculine cultures -Reference group: actual or imaginary individual/group that is relevant for an individuals evaluations, aspirations, or behavior.

Social Processes NEEDS

-hows of consumer behavior and include motivation, needs, drives, emotion, and group processes. NEEDS: global purchases can be social need vs. functional need- bicycle (chinese) America (fun) -highUncertainty avoidance- generic need related to mineral water is purity, which is irrelevant in low uncertainty avoidance cultures. -alcoholic bevs have status value in masculine cultures, not in feminine cultures, whiskey consumption is related to social status in high power distance cultures. MASLOW-Physiological, safety, social, esteem, & self-actualization. **Generally presented as a universal model, but the cross-cultural relevance is increasingly questioned. (physiological needs take precedence over higher order needs, but ranking of non physiological needs varies across cultures.) **Self-actualization is a highly individualistic U.S. motive. **Collectivistic-the interest of the group will be actualized (not self), ALSO safety & belonging will converge: it is risky to distinguish oneself from the group.

BRANDs individualistic vs.collectivistic (image,who)

-individualistic cultures brands can contribute to an ideal and unique identity -collectivistic cultures brands serve the need for social status to demonstrate one's position in society -The percentage of women who find themselves attractive correlate with individualism, low-power distance, and low uncertainty avoidance. (Western World, ppl more preoccupied with the self) -High power distance, high uncertainty avoidance cultures, women's opinions are that physically attractive women are more valued by men (high power distance explains the variance, self is viewed in relation to others) -words for concepts identity and personality do not even exist in the Chinese and Japanese languages -HUMAN PERSONALITY TRAIT CONSTRUCT is culture bound, so also the brand personality construct is culture bound. -US (Sincerity, Excitement, Competence, Sophistication, and Ruggedness) -Peacefulness in Japan and Spain and a specific Spanish dimension, which she labeled passion

Consumer Attributes (Concept of Self, collectivistic)

-persons are fundamentally interdependent with one another (self cannot be separated from others and the surrounding social context) -Asia, South America, Russia, the Middle East, Africa, and the South of Europe. -interdependent entity (behavior is a consequence of being responsive to others) -Individual behavior is situational; varies from one situation to another, sensitivity to social context is good) -First words of kids in China are people related -Japan feeling good is more associated with interpersonal situations such as feeling friendly -Greece-good feelings are negatively related to a sense of independence -Self-esteem, if used as a concept-not linked to the individual but to relationships with others -Masculine and Feminine cultures also differ -->collectivism explains 47% of variance, masculinity explains an additional 13%

Attributes "WHO" Personality

-sum of the qualities and characteristics of being a person in individualistic cultures where the person is defined:"independent self- contained, autonomous entity who comprises a unique configuration of internal attributes and who behaves primarily as consequence of these internal attributes. -personality is unique and cross-situationally consistent

Emotion

-tends to be described as a process that involves an interaction between cognition and physiology. (consist of various components like experience, facial expression & physiological response. ARE LEARNED, vary across cultures, western psychologists argue its universal) -Japanese focus more on the eyes, US-on mouth. (texting :), ^^) -correlation with individualism for overall emotion expressivity (happiness/surprise especially) -E.Asian collectivists try to display only positive emotions and tend to control neg. emotions. (less likely to show fear and disgust) -ppl in weak uncertainty avoidance cultures are less inclined to show emotions than cultures of strong uncertainty avoidance. -advertising with emotion is not advised because it varies so much

Language, Perception, & Memory

...

Cultural Imperialism (5 ways of thinking)

1. Cultural domination •E.g. English is the world language, spoken in most countries around the world •US dominates global production of pop culture, but other nations produce significant amounts that are important locally 2. Media imperialism 3. Nationalist discourse 4. Critique of global capitalism 5. Critique of modernity

-Manrai and Marai's cross-cultural consumer behavior framework - "WHO"

Attributes-"Who" -Personality -Self-Concept -Identity -Image -Attitude -Lifestyle

Cross-cultural aspects of Social Science

Cross-cultural perspectives- three universal aspects of identity resent in all individuals: 1) An individualized identity, (the sense of self as independent and self-reliant--> EX:US young adults independent at young age) 2) A familial identity (the sense of self as always connected to family and others-->African, Asian, Some American, Mexican. -Expected to form string interdependent bonds with family -Education, occupational, material choice are made by individuals with extensive family guidance 3) A spiritual identity (identification with feelings of connectedness to others and higher meanings in life -->spiritual self in India is express through a structure of gods and goddesses and through rituals or meditation.

Personality Traits (Attributes, WHO)

Five Factor Model- 1. Neuroticism (N)-(Higher in cultures of strong uncertainty avoidance and high masculinity) 2.Extraversion (E) (higher in individualistic cultures where autonomy and variety are valued more highly than duty and security) 3. Openness to experience (O) (not encouraged in traditional Chinese culture-interpersonal tolerance and social sensitivity are more relevant) 4. Agreeableness (A) 5. Conscientiousness (C) (ALL 5 related to one or more cultural dimensions) -this only shows that a set of English-language questions, when translated, results in similar five-dimensional structures-could be many conceptions of personality that are not found.

Cultural and social identities

Gender Sexual Age Race Ethnic Class National Regional Personal

Social Science

Identity created by self (by relating to groups) Emphasizes individualized, familial, and spiritual self (cross-cultural perspective) ** based largely on research in psychology & sociology , views the self in a relatively static fashion in relation to the various cultural communities to which a person belongs: nationality, race, ethnicity, religion, gender and so on.

Interpretive

Identity formed through communication with others, Emphasizes avowal and ascribed dimensions →Book notes: more dynamic and recognizes the important role of interaction with others as a factor in the development of the self. *emphasized that identities are negotiated, co-created, reinforced and challenged through communication with others; they emerge with masses and are exchanged between persons *Central to interpretive perspective is that our identities are expresses communitively in core symbols, labels and norms --Core symbols: cultural values •Ex: African American, Latino, White, European American **2 processes -->Avowal process: Defining identity by the self *The process by which individual portray themselves -->Ascription process: Come to Identity from other's attributions *The process by which others attribute identities to them

Critical

Identity shaped through social, historical forces, Emphasizes contexts and resisting ascribed identity →Book notes: critical perspective views identity even more dynamically-as a result of contexts quite distant from the individual. (what the group has experienced in history) oLike interdependence, emphasizes the nature of identities, but in addition emphasized the contextual and often conflictual elements of identity development •Pays attention to societal structures and institutions that constrain identities and are often the root of injustice and oppression oviews identity even more dynamically than the latter- as a result of contexts quite distant from the individual --3 Notions 1. contextual identity formation 2. Resisting ascribes identities 3. dynamic identity

definition and characteristics of identity

Identity: Who you are and who others think you are -->Characteristics of identity -Groups: play an important part in the development of all these dimensions of self -Identities are highly fluid and dynamic

Opinion Leaders

OL-strong, informal sources of product information. Achieve their status through technical competence and social accessibility. Serve as role models/play important part in process of diffusion of innovations. (AMerican concept) -ppl with technical competence are likely to be favored in strong uncertainty avoidance cultures -masculine cultures have high regard for the successful -in large power distance cultures, power holders may have an important role as opinion leaders

Attitude

Western-view attitude as a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.) -Attitude toward the Advertisement tends to be measured (INDIVIDUALISTIC) and that info is used as an indication of buying intention -Social Pressure in West has relatively weak influence on individualists, who will refer to their own personal attitudes as having influenced their buying decisions. -the individualistic social norm has different loading in collectivistic, as it does not capture "face". Face motivates collectivists to act in accordance with one's social position)

LifeSTYLE (ATTRIBUTES, WHO)

described in terms of shared values or tastes as reflected in consumption patterns. (the way one allocates income)

Motivation

internal state of an organism that drives it to behave in a certain way. -Frued's concepts to the self, are culturally determined( true in Austrian-Hungarian culture, less useful for cultures of weak uncertainty avoidance UK, Scan, or large power dis France/asian) -motives underlie brand loyalty, brand preference, brand image, and the importance of luxury brands. -collectivist cultures & high power distance 'ppl need to conform' (luxury brands provide social status, RUSSIANS) -when combined with low masculinity, harmony, and a relationship orientation prevail & lux brands mainly serve a social function. -when combined with high masculinity, status needs are reinforced to enhance group identity, to show that you belong to an important social class (Asians-important motive is upholding face and lucy brands fulfill that purpose) -Cars

Using Celebrities in Advertising/using identity logos

significant correlation between collectivism and the use of celebrities in advertising -easier for collectivistic cultures to describe themselves in relation to other people=associate brands in relation to preal people they view as a role model. **US-Unique **Japanese-emphasize corporate brand (means inspiring trust among customers in a company and so persuading them to buy its products, Japan/Korean companies in ads display corporate identity logos more frequently than U.S./German)

Impression management theory

the ways by which individuals attempt to control the impressions others have of them. → Individuals are constantly performing "spin control" campaigns to highlight their strengths and virtues while also attempting "damage control" by minimizing deficiencies.

Majority identity development stages

unexamined Identity: lack of exploration of ethnicity •Acceptance of majority group values •Positive attitude toward majority group --Acceptance: internalization of a racist ideology •Individuals unaware that they have been programmed to accept this world view --Resistance: moving from blaming minority members for their situations and beginning to blame their own dominant group --Redefinition: nonacceptance of society's definition of white •See positive aspects of being white •Becoming comfortable with dominant group oIntegration: ideal outcome of identity development- achieved identity •Strong sense of own group identity and appreciation for other cultural groups

Consumer Attributes (Concept of Self, Individualistic)

used in consumer psychology, is rooted in individualism. -A person is an autonomous entity (distinct set of attributes, qualities, or processes) -These cause behavior,that should be consistent, if not it is seen as hypocritical. -kids first words are about objects -US feeling good is more frequently associated with interpersonal distance (feeling superior/proud) -UK feelings of happiness are positively related to a sense of independence

Korean brand personalities

well-known global brands like Nike, Sony, Levi's, Adidas, BMW 1. Passive Likeableness-easy, smooth, family oriented, playful, and sentimental. 2. Ascendancy- strict, heavy, intelligent, and daring. -->these findings suggest that, even if companies wishing to be consistent have connected one specific personality trait to a global brand, consumers across different cultures attach different personalities to these brands. -A cross-cultural brand value study showed that a brand characteristic like FRIENDLY is most attributed to strong global brands in high uncertainty avoidance/low power. -Prestigious (global brands HP distance cultures) -Trustworthy (most attributed to strong brands in High uncertainty avoidance cultures. -CONSUMERS PROJECT OWN PERSONAL PREFERENCES ONTO GLOBAL BRANDS

Stuart Hall's Model of meaning Production

• Encoding: Construction of textual meaning by popular culture institution -> the process of creating a message for others to understand • Decoding: interpretation of the texts meaning by receivers -> the process of interpreting a message • Both (encoding and decoding) have own specific social contexts. --Use this model to discuss how different people might arrive a different interpretations of your favorite TV show

How advertisements work

•1. Hierarchy effects -ads take you from one state of mind to another -you see something difference= change in behavior •2. High vs Low involvement -active or passive thought in consume thought basis -Case of US (example) •1. How product is unique •2. why is it best? -evidence, benefits •3. Consumers would have reasons to buy •4. It satisfied, consumer trust -leads to future purchases• 3. Visuals in advertising -preferences in certain styles including music, can lead to different feelings •General appreciation of advertising -Ideological issues -Like and dislike of ads in general can affect acceptance of ads

Class, National, Regional and Personal identities

•Class: temporary --Socio-economic identity --US: (Fussell) magazines we read, food we eat, vocab often reflect our social class position •National: Temporary -One layer -Legal status in relation to a nation -Do not relate to race of ethnicity •Regional: Temporary -Many regions of the world have separate, but vital and important, cultural identities -EX: Western world •Personal: Permanent and Temporary -Sum of all of our identities but may not be unified or coherent

Concepts of culture and communication

•Communication styles vary based on culture •All communication is persuasive, especially in advertising **High vs low context: how people process information and their expectation of the role, purpose and effect of communication -->Low context communication: information is in words •More oriented toward the visual written word -->High context communication: information in the visuals, the symbols and the associations attached to them •b/c the meaning this information is hard to access by outsiders, this communication is considered inaccessible •visually oriented

How we consume and resist pop culture

•Consumption: --Consume through cultural texts •Popular culture messages whether tv shows, movies, ads, or widely disseminated messages --People negotiate consumption through pop culture in different ways •People seek out or avoid different ways to produce specific forms of pop culture --Receivers have the power to negotiate consumption •Read romance novels vs watching professional wrestling

Cultural imperialism (what it means)

•Cultural Imperialism: Domination through the spread of cultural products •Refers to Mostly the US and western media influences over the rest of the world --EX: Misunderstanding English commercial --EX: Japanese company requires English speaking

Relationship with identity/stereotyping

•Cultural group representation: introductions can be quite intimate, in way that tourists may not experience. --TV portrayals lead to stereotypes •Pop Culture and Stereotyping --Our knowledge about other places, places we haven't been, is largely influenced by popular culture --Familiar stereotype of ethnic groups are represented in the media --EX: African American women, Asians

Gender, Sexual and Age identities

•Gender: permanent -Masculine vs feminine -Notions of masculinity and femininity driven by commercial interest and other cultural forces -Not only communicates who we think we are but constructs what we want to be •Sexual: Permanent -Identification with various categories of sexuality -Heterosexual, gay or lesbian, bisexual -Sexual identities vary from culture to culture -Connected o notions of what was and what was not permissible or desirable -EX: "in Iran we don't have homosexuals, like in your country" •Age: temporary -How individuals should act, look, and behave -Feeling stem from understanding of what age mens and how we identify with people that age -Generational differences

Functions of communication in interpersonal setting

•General principal: communication is to minimize pain and maximize pleasure •Functions of interpersonal communication -To inform/ express -To entertain -To relate

Individualistic cultures and PR

•Individualistic cultures and PR -View PR as a way of managing information and based on the assumption that the target audience needs to be informed explicitly

Functions of communication in terms of traditional media

•Information •Entertainment •escape

How are advertisement measured in terms of success and effectiveness?

•Overall effectiveness of ads are measured by persuasion and or likeability (effective? Appropriate?) •Persuasion -Measured by attitude towards the ad, attitude toward the brand, purchase intention and market performance •Likeability -Indicated by whether it is meaningful, does not rub the wrong way, warm, mind pleasing

PR practices

•PR involves managing relationships between organizations and publics

What is popular culture?

•Pop Culture: Ever- present cultural products designs fro profitable consumption oAlmost everyone in a social group knows it oEX: Mainstream music, movies, tv, and romance novels •Pop Culture: System of artifact that most people share and that most people know about •Derived from low culture- Pop culture is considered a conceptual framework that can be studied by universities on by cultural change (ethnic studies: African American studies, gay and lesbian studies, women studies)

Characteristics of pop culture

•Produced by cultural industries •Different from folk culture --Folk culture: tradition nonmainstream cultural activities that are not financially drive •Everywhere •Fills a social function

Race, Ethnic and Religion identities

•Race: Permanent -Modern phenomenon- Biological vs. Cultural classifications fro race -EX: US: White vs. Black -EX: Brazil: Cultural rather than biological basis for race •Ethnic: permanent -Experiencing a sense of belonging to a particular group and knowing something about the shared experience of the group members -1. Self identification, 2. Knowledge of ethnic culture, 3. Feelings about belonging to ethnic group •Religion: Permanent -Relate the race and ethnic identities, difficult to define as just belonging to a certain religion oImportant dimension of peoples identities

Basic Communication Model

•Sender/encoder -> medium/channel -> receiver/decoder -The source of sender of the message itself, the medium and the receiver of the message -Message encoded to transfer meaning -Through noise -With feedback (was the message received by the receiver) How do communication styles vary across cultures: -Communication includes verbal and nonverbal

Types of Media (traditional and modern)

•TV/ Film -Time viewing -Types of programs viewed •Radio -Time of listening, functions of uses •Press -Number of people -Preference for print -Replaced by electronic media? •Internet -Changed human commuinication in many ways -Multiple functions of the internet -Still developing

Verbal Contextual Style

•Verbal contextual style: role (situation) centered language -High-power distance -Collectivism (high-context) -Paying attention to the communicator's role in relation with others

Verbal personal Style

•Verbal personal style: individual centered language -Linked to low-power distance -Individualism (low context) -Using the I style

Gudykunst and Ting-Toomey's work on language styles

•Verbal personal style: individual centered language -Linked to low-power distance -Individualism (low context) -Using the I style •Verbal contextual style: role (situation) centered language -High-power distance -Collectivism (high-context) -Paying attention to the communicator's role in relation with others •Elaborate -Verbal, expressive -Verbal contextual -Brazil, Italy, Japan, Arab World, Spain -High-context •Exact -Precise, accurate -Low-context -Verbal personal -Finland, US, Netherlands, UK •Succinct -Silence has meaning -China

3 notions in Critical Perspective

•contextual identity formation: by taking into consideration of history, economic, politics, and discourse etc --How and why do people identify with particular groups and not others? What choices are available to them? •resisting ascribes identities: we can negotiate with what other attribute to us --e.g. labels used for identities, how we use them --ex: Someone will as tom is he is Japanese, he has never lived in Japan, nor does he have citizenship •dynamic identity: identities can change due to historical events --the social forces that give rise to particular identities are never stable by always changing --EX: 9/11 have cause many Americans to reconsider what it means to be American,