Advertising styles in Different Countries:

Individualism (IDV) vs. collectivism ( COL) : "The degree to which individuals are integrated into groups". In individualistic societies, the stress is put on personal achievements and individual rights. People are expected to stand up for themselves and their immediate family, and to choose their own affiliations. In contrast, in collectivist societies, individuals act predominantly as members of a lifelong and cohesive group or organization (note: "The word collectivism in this sense has no political meaning: it refers to the group, not to the state"). People have large extended families, which are used as a protection in exchange for unquestioning loyalty.

The advertising style in the two left quadrants is direct and explicit. Within the direct-explicit distinction, there are also differences. In cultures of strong uncertainty avoidance, positioned in the upper left quadrant, advertising is more serious and structured. The execution of the visuals will be detailed, often

including demonstration of how the product works. An endorser must be an expert. That is the style of the Germanic cultures. In the masculine cultures (United States, United Kingdom), presenters are personalities or celebrities, whereas in the feminine cultures (Scandinavia, the Netherlands), the personality of the presenter will be downplayed. In the weak uncertainty avoidance cultures of the lower left quadrant, where ambiguity is tolerated, more humor is used in advertising. Many centrally developed television commercials for Anglo-American brands in the household cleaning products category and personal products have used the personalized testimonial format. They are carefully directed to focus on the personality of the endorser and not to include any implicit nonverbal behavior. For the U.S. market, the typical person endorser and spokesperson have a positive impact on recall. The two quadrants at the right include styles that are implicit and indirect. The upper right quadrant covers several styles. It includes cultures that combine low-to-medium individualism with high power distance and high uncertainty avoidance. Advertising style is mostly indirect and uses drama and metaphors. Inaccessibility is recognized in the frequent references in advertising to other forms of communication such as films, art, or even advertising by others. An example of indirectness in Japanese advertising is saying These times exist in life, when someone wants to go somewhere very comfortable, instead of saying This car offers the most comfortable interior and the smoothest drive.Communication is subdued and works on likeability or on bonding, building an emotional relationship between brand and consumer without too much focus on the product attributes. The use of aesthetics and entertainment as an advertising form is characteristic of this communication style. If celebrities are involved, theyare not likely to address the audience directly. They play a more symbolic role and associate more with the product rather than endorsing it in a direct way. Visual metaphors and symbols are used to create context and to position the product or brand in its proper place. Drama is an indirect style that fits countries like Spain and Italy, as well as Latin American cultures. Variations are found between masculine and feminine cultures. In Italy, high on masculinity, how is favored, and the drama form tends to be theatrical and often not based on real life. In Spain, drama style is softer, and metaphorical stories are used to place the product in a context that provides meaning. Although in the United States the drama style is also used, it is more popular in the countries in the upper right quadrant. Drama in the United States is more slice-of-life, a form that demonstrates how a product is used in everyday life, whereas drama in the right quadrants is entertainment, meant to build a relationship between the consumer andthe brand. The advertising style of collectivistic cultures of large power distance and weak-to-moderate uncertainty avoidance in the lower right quadrant must ensure group norms and help maintain face. Next to the use of drama and metaphors, visuals, play with words (visually), songs, and symbolism are important in advertising in these cultures, but the audience can be directly addressed. Advertising in Hong Kong, Singapore, and India fits this style. These cultures are more direct in their communication, which can be explained by low uncertainty avoidance. Chinese consumers like visual and straightforward, vivid ads with images. For India, the direct communication style

is confirmed by Roland,who states, Indian modes of communication operate more overtly on more levels simultaneously than do the Japanese. JAPAN: Unlike the very serious marketing styles found in the rest of the world, Japan takes a different perspective in advertising. In an effort to break up the monotony of the nine-to-five office life, humor finds its way into every aspect of living in Japan, producing a sensory overload of color and cheer. Like the outrageous game shows that have received international acclaim, Japanese advertising is full of bright colors, flashing lights, and many wacky anime style characters in hilarious situations that are often indescribable by an outsider. More often than not, the style and design may not even make sense, and figuring out the meaning is part of the fun! Placement of these treats for the senses can be anywhere: television, billboards, restaurant facades, or even subways. No available canvas goes without being covered with an unusual design or adorable creature; even the most direct warning signs are often accompanied by a cartoon illustrating the scene! Undoubtedly, the most widely used character in Japanese media is Hello Kitty. The iconic yet non-descript kitty has influenced media and culture for decades, and appears as a mascot for products and companies ranging from various seafood items all the way to the Hard Rock Cafe. ITALY: Italian advertising is different from the U.S or U.K in that there are fewer restrictions. Italian ad campaigns are also far more focused on short term marketing then long term. This means brands are constantly putting out new images and ideas, trying hard to keep them fresh and captivating instead of the Western approach where a similar concept is plugged over a long period of time. The disadvantage of this is far more advertising is required, the positive side is that your brand is able to re-invent itself quite often so if a particular campaign concept doesnt work, no problem, its only there for a few weeks anyways! In terms of restrictions Italian law only steps in once a commercial or print advertising has been released. This has encouraged some pretty risky advertisements with nudity, foul language, and sexual innuendoes. The authorities only catch the advertisement after it has been paid for and run. Companies dont get fined or penalized for showing bad advertising that is eventually stopped by Italian law, they merely need to replace the advertisement. Add onto this the fact that partial nudity is not considered taboo in Italy and you can imagine how creative the ad agencies have become over the years! I would like to do my Ad campaign in Indian style, as an advertisement for a Robot product has not been experimented in India and it would be interesting to come out with an ad for a

technological product that has not been introduced to them in a larger scale and it would also be fun to come out with ideas among many constraints.