This is a presentation I gave at Loyola as part of the Faculty Speaker Series.
Outdoor ads in Skopje, Macedonia show the western influence there but also how a local culture adapts. Media companies are the most frequent business type advertised followed by other global industries of entertainment and finance. English is used in 84% of ads with the local language in 38%. Oprah’s show, which is heavily promoted, brings certain type of American values and norms.
Entering a TV commercial in the Doritos Crash the Super Bowl contest was one of the required assignments for Loyola’s School of Communication Multimedia Commercial Production for Ad/PR course taught by Professors John Goheen and Pamela Morris. Students worked in teams on the entire strategic development process, including constructing creative briefs, creating scripts and storyboards, selecting talent, shooting video, and editing. Five finalists will be announced January 4.
Check out the spots at the Doritos Crash the Super Bowl gallery, direct links for our entries follow. Feel free to share links with friends on your Facebook and Twitter accounts.
A review of the kinds of food ads found in German and American culinary magazines (Essen & Trinken, Der Feinschmecker, Bon Appétit, and Food & Wine) finds differences which directly reflect the two cultures. Specifically, German magazines carry statistically more fruit/vegetable and water/juice/coffee/tea ads than the American publications. On the other hand, the U.S. magazines contain more pasta/bread/rice/flour and breakfast food ads than their German counterparts. As a mirror of culture, advertisements here show the health risks in the United States.
You bet! Healthy cultures constantly change and adapt to their social, economic, political, and physical environments. But how any particular culture adapts will depend on ingrained and unconscious culture-specific attributes. The process and adaption are never the same for any two societies. At the International Communication Association’s annual conference last week in Boston, I was privileged to be a respondent for a session where several original research papers were presented which illustrated cultural changes as seen in Internet communication practices among Chinese, South East Asians, Arab nations, and in India.
My article on how culture and metaphors are intertwined and reflected in advertisements was just published in the International Journal of Communication by USC’s Annenberg Press. The paper investigates 87 advertisements found in general interest magazines, like the American Time and Newsweek, from France, Germany, Italy, the Netherlands, and the U.S. Please see http://ijoc.org or http://ijoc.org/ojs/index.php/ijoc/article/view/853/573.