Role of advertising in culture customs and tradition

Introduction of advertising
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Flow of information is not only enough 1 st time users of the product 1 st time user of the Brand Regular user of the Brand Launch a New Brand

Advertising and Culture

In developing countries, advertising displays the orientation of a society, that the culture is progressing towards; that is advertising acts as a cultural indicator of progress. Culture is defined as the sum total of learned beliefs, values and custom that serve to direct the behavior of consumers of members of a particular society.

Cultural belief
The belief and value components of the definition refer to the accumulated feelings and priorities that individuals have about things and possessions. Beliefs consist of the very large number of mental or verbal statements that reflects a persons particular knowledge and assessment of something (another person, a store, a product, a brand etc.).

Values also are beliefs.

Values differ from other beliefs, however, because they meet the following criteria:
They are relatively few in number They serve as a guide for culturally appropriate behavior They are not tied to specific objects or situations. They are widely accepted by the members of a society. They are enduring or difficult to change.

Advertising and customs

Customs are overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations. Customs consist of everyday or routine behavior. For example, a consumers routine behavior, such as adding sugar and milk to coffee, having a salad after a meal rather than before the meal etc., are customs. When we are exposed to people with different cultural values or customs, we become aware of how culture has molded our own behavior.

Role of advertising in daily life.

Thus, a true appreciation of the influence that ads has on our daily life requires some knowledge of at least one other society with different cultural characteristics. For e.g., to understand that brushing our teeth twice a day with toothpaste is a cultural phenomenon requires some awareness that members of another society do not brush their teeth twice daily.

Culture exists to satisfy the needs of the people within a society. It offers order, direction and guidance in all phases of human problem solving by providing, tried and true methods of satisfying physiological, personal and social needs. For example, culture provides standards and rules about when to eat(not between meals), where to eat(in a popular restaurant where the quality of food is good), what is appropriate to eat for breakfast etc.

Influence Of Indian Culture On Blackberry Advertising

During the last decade, cell phone has diffused rapidly through Indian society. While this cell phone boom has provided ample opportunities for the Indian businessmen to propagate development communication messages, there has also been some concern regarding the impact of cell phone, especially blackberry advertising, on traditional cultural. The purpose of the present paper is to examine Indian cell phone advertising, focusing on the influence of cultural on cell phone advertising. A brief prescription on Indian culture is provided. Then apply differences culture on details. Results of the study indicate that several aspects of Culture may have impact on the Cell phone Advertising and make the decisions of the customers behavior.

Role of advertising in luxury needs.

Culture is also associated with what a societys members consider to be a necessity and what they view as a luxury. Culture also provides insights as to suitable dress for specific occasions. Dress codes have shifted dramatically. Cultural beliefs, values and customs continue to be followed as long as they yield satisfaction. When a specific standard no longer satisfies the members of the society, however it is modified or replaced, so that the resulting standard with current needs and desires.

There are three distinct forms of cultural learning:

Formal learning, in which adults and older siblings teach a young family member how to behave Informal learning, in which a child learns primarily by imitating the behavior of selected others, such as family, friends etc. Technical learning, in which teachers instruct the child in a educational environment about what should be done, how it should be done, and why it should be done.

Cultural information through advertising

Consumers receive through advertising. important cultural information

In a cultural context, advertising has the expanded mission of reinforcing established cultural values and aiding in the dissemination of new tastes, habits and customs. E.g. new FMCG products, new tastes in food, celebration of mothers day, fathers day etc, eating out. In planning their advertising, marketers should recognize advertising to be an important agent for social change in our society.

SocioSocio-cultural environment..
The marketer must carefully monitor the socio-cultural environment in order to market an existing product more effectively or to develop promising new products. Many factors are likely to produce cultural changes within a given society such as new technology, population shifts, resource shortages, wars, changing values and customs borrowed from other cultures. For example, today with more nuclear families and more working women lot of changes have occurred. Many working women are in careers that were once considered to be exclusively male oriented. Late marriages of women who are self sufficient is a trait that visibly exists today.

The changing nature of culture through the advertising.

The changing nature of culture means that marketers have to consistently reconsider why consumers are doing what they do, who the purchasers and the users of their products are ( male, female, or both), when do they shop, how and where they can be reached by the media and what new product and service needs are emerging. Marketers who monitor cultural changes often find new opportunities to increase corporate profitability. For example, marketers of products & services as life insurance, financial, clothing who have attempted to take advantage of their target segments.

ADVERTISING & POPULAR CULTURE

Advertising shapes popular culture and has a great impact. A conspiracy. A scam. A nuisance. Advertising is practically everywhere, and its been called just about everything. When we look through a magazine or watch television we're surrounded by it. It contributes to the loss of distinct cultures and the formation of a mainstream one, a culture of pop music and Gap clothing. The worst part: many big corporations with good advertising attract consumers who are often willing to pay big money for a brand-name.

Advertising is present in almost all forms of communication; the Internet, the telephone, the print media, the postal system, television, radio. People can even advertise by talking face to face with others. On the Internet, businesses, companies and corporations have their own Web pages advertising their products, their ways of doing business, their employees, or their services. There are ads placed all over various Web pages. Everywhere you go on the Internet, somebody (or something -another computer maybe?) is trying to sell you something.

TELEPHONE..
On the telephone, telemarketing brings advertising down to one person trying to persuade the other into buying a product or a service by word of mouth.

Print media
The print media is probably the most widespread form of advertising; books, newspapers, magazines, flyers, catalogues. Newspapers hold classifieds, personal ads (tall, lanky male enjoys country music and walking in nature), ads for local businesses (car dealers, clothing stores), notices for upcoming events such as plays or festivals, and movie listings.

Popular culture is more welcome than advertising.

However, advertising & popular culture share much in common. Both are products of culture industries. Both are understood as artistic & creative products. Both pay great attention to style. Both share the use of same mass media method. Popular culture is more welcome than advertising. Advertising & popular culture have come to occupy central positions with a global economic growth. Both are approached as economic entities as well as symbolic entities.

CROSSCROSS-CULTURAL ADVERTISING
How does culture impact advertising campaigns in foreign countries? Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences.

 Cross cultural advertising means more than translation. The language, style, colors, numbers and symbols of advertising are all important factors to be considered. To outsource cross cultural marketing to a professional located in the intended target market is an effective way to broaden your global business.

Language in Cross-cultural CrossAdvertising:

 It may seem somewhat obvious to state that language is key to effective cross cultural advertising. However, the fact that companies persistently fail to check linguistic implications of company or product names and slogans demonstrates that such issues are not being properly addressed.  The advertising world is littered with examples of linguistic cross cultural blunders. Of the more comical was Fords introduction of the Pinto in Brazil. After seeing sales fail, they soon realized that this was due to the fact that Brazilians did not want to be seen driving a car meaning tiny male genitals. Ford pried the nameplates off all of the cars and substituted them with "Corcel," which means horse.

Communication Style in Cross Cultural Advertising:

Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate. For example, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves.

Maggi in India

Need recognition of Indian Consumer and culture

There was a key need for a product that provides good quality food and at the same time was convenient. Maggi visualized that there should be a product which take less time to cook and consumer uses that product to get fast relief from hunger. First, Maggi targeted at the kids, because they know these segment want such kind of product from which they can get relief, whenever they feel hungry. As the result, they came up with Maggi- 2minute Noodles.

Targeting
Kids Youth Office Goers Working women

New Ad campaign..
They launched the campaign, Taste bhi health bhi and now its becomes synonymous with Maggi. They changed the jingle of maggi instant noodles campaign, it was pretty catchy and went down well with the target audience children.

conclusion
I think advertising is very important part of culture. I think in the Indian advertising has played an important role in identifying and correlating our values to products. In U.S culture It creates an illusion that we hope to become or qualities we value in ourselves. I personally believe companies like the Body Shop are successful because people who buy those products are helping the global workplace and environment.