How Advertising Work?

Some models demonstrate Egg Model, that means 4 elements influence one by one.

It’s may be right. But in terms of international advertising, sometime with this model

we are not easy to analyse some typical culture style.

So in my study, I'm using Triangle Model. The 3 executive elements will attach the audience’s appeal independently.

Advertising Style

Four elements of ad style pairing opposite words

Mooij (2010) described Advertising as “a symbolic artefact constructed from the conventions of a particular culture. The sender crafts the message in anticipation of the audience’s probable response, using shared knowledge of various conventions. Receivers of the message use the same body of cultural knowledge to read the message, infer the sender’s intention, evaluate the content, and formulate a response”. According to his theory, four elements of ad style will vary through different countries: appeal, communication style, basic advertising form and execution. With several preview research, we tried to summary an assumed list with some adjective words, in which the elements of ad style were distinguished contrarily between two reverse dimensions (opposite words), e.g. direct communication style vs. Indirect communication style .

In terms of communication strategy, we could not find an exact definition about advertising appeal. But we’d like to evoke a speech by Bill Bernbach from an American Association of advertising Agencies conference (Lane, King, & Russell, 2005).

“There may be changes in our society. But learning about those changes is not the answer. For you are not appealing to society. You are appealing to individuals, each with anego, each with the dignity of his or her being, each like to no one else in the world, eache a separate miracle. The societal appeals are merely fashionable, current, cultural appeals, which make nice garments for real motivations that stem from the unchanging instincts and emotions of people-from nature’s indomitable programming in their genes. It is the unchanging person that is the proper study of the communicator”. -

Cultural Dimensions

Hofstede’s five cultural dimensions

In order to respect to cultural distance to local targets in marketplace and build their brand awareness through the Internet, international advertisers or publisher are looking for a culture models that could be used to analyse consumption data and market behaviour across culture. There are a few formulated and dimensional culture models. Hofstede’s five dimensions model might be the first choice to classify the culture score. The reasons are that: firstly, wide countries were indicated with rating scores result (Hofstede G. , 2001); secondly, it’s the simplicity of his dimensions related to the other cultural frameworks (Mooij, 2010); thirdly, he has taken in mind a factor in the affluent level (e.g. GNI/capita); lastly, many academic studies or managerial implications remain and substantiate his theory as a positive witness.

In Hofstede model, the national culture was distinguished in five dimensions (Hofstede G. , 2001) (Mooij & Hofstede, 2010): Power Distance Index (PDI), Individualism/Collectivism (IND/COL), Masculinity/Femininity (MAS/FEM), Uncertainty Avoidance Index (UAI), and Long-/Short-Term Orientation (LTO/STO). 73 countries were surveyed on a numeric scale between 0 and 100 for each one of the dimensions.

INTERNATIONAL COMMUNICATION

More and more companies motivate to develop foreign market, but international marketing communication is a complex and difficult activity, in which many companies fail.

Nevertheless, the companies are going international.

In order to target international customers, marketing communication managers have to research all information about targets in cultural issues.

Before go to communicate with the market, we have to find a medium to support our strategic message.

In my mater study, I have been in focus of the online banner ads to understand the reflection of culture effect.

In the way of ad design online, the confusion of an banner ad is between effectiveness and acceptability.

In the way of global advertisement, the confusion of an banner ad is between standardization and specification.

Anyway, paradox is same either for online advertisers, or internet users,

but our question is what factors or what degree of this factors can contribute the best balance?