#ALA102DC
https://www.adsoftheworld.com/media/film/bakers_delight_papergirl
https://www.adsoftheworld.com/media/film/lays_a_moment_in_time
Those two ads have shown us two different food from Australia and China. The Individualism( 90 vs 20) and the long term orientation( 21 vs 87).
The first ad highlighted the freshness and simplicity of the bread by describing the destruction, and the company highlighted the most important qualities of a food through the ad. The information provided by the advertisement is only fresh and simple.
The second ad tells a long story about the process in which an actor is particularly confused about the future and finds his original intention through travel. The company created an image of unforgettable intentions through advertising.
From Individualism, Australia scored 90 but China only scored 20. This shows that there is a high degree of individualism in Australian culture and that employees are more independent. In Chinese culture, people prefer group life. Australian advertising is simpler, shorter in time but clear in purpose, while Chinese advertising is very long and detailed. This comparison clearly reveals the impact of “me” and “us”.
In the long term orientation, Australia’s score is relatively low, so it can be seen in the advertisement that they are more standardized and respectful of tradition. Advertising in China is more creative and although long, attractive.
reference:
Hofstede Insights n.d., ‘National Culture’, Hofstede Insights, retrieved 14 March 2020, <https://www.hofstede-insights.com/models/national-culture/>.
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