Culture

Culture

In to days lesson we are going to look at culture. Culture can influence and impact on the way in which people perceive a product, service or situation. Advertiser look to understand different cultures because this then allows to advertise more effectively and they can use specific methods to target their audience. Influences on culture come from a persons life. This will include family, friends, education, government and another big influence is religion.

Culture
Culture is made up from….

Beliefs – Mental and verbal processes undertaken that reflect an individuals knowledge of a product or service. E.g. Green – environmentally friendly.

Values – the guides in which individuals use for what they believe is appropriate behaviour, often accepted with members of a particular market audience.

Customs – modes of behaviour that are culturally approved in specific situations. E.g. If a policeman shots a terrorist – socially will accept it because of the situation.

An example of how different cultures differ from each other is Christmas. Over here in the U.K we have Father Christmas, however in Italy it is a witch and in Syria he is a gift giving camel. So advertisers need to know this because it would be pointless advertising father Christmas in Syria.

Flintstones cigarette advert



Old commercial from 1961, in 1961 this type of advertising was allowed, however as cultures change so must advertising it is now illegal to show an advert promoting cigarettes.

Geert Hofstede’s theory looks at the way national cultures can be measured. There 4 variations in cultures across national boundaries, they are….

Power distance (interpersonal relationships)
Uncertainty avoidance
Masculinity/femininity
Individualism/collectivism
Next we looked at the Mozambique culture

Facts - Main religion is , a lot poorer than England, has a population of 18million, their official language is Portugese, 98% african decent and only 2% European decent.
Mozambique remains dependent upon foreign assistance (40%) for much
of its annual budget, and the majority of the population (70%) remains
below the poverty line. very patriotic and drinking has a big part to play in celebrations.
National sports - Basketball
Values - Family and religion
Food - Matapa , Carli de amendion and feijoada
Samora Machel - first president of Mozambique
Graca Machel - Samora’s wife as well as Nelson mandela’s wife
Eusebio - famous football player


A typical Mozambique advert