Posted at 11.28.2018
Every day there are incredibly many advertising that are played on different mediums of communications. The media through the years has been growing immensely. With the growth of technology, many people are able to access the mass media. The media has also been able to link the whole world, this is nearly seen with the ability of having international television broadcasts, where by one country's multimedia, has the capability of transmitting its live broadcast to the whole world. For this reason mass coverage, the press has become a very good way to obtain publicity. With the world becoming global, the market has also used suit, and therefore the media comes in handy as it pertains to marketing of goods. Locally, in many countries, many business companies have been able to work with its media predicated on the unique top features of the marketing in the countries to advertise their products. This work there fore is based on how the uniqueness of the mass media; the television sector in China and western countries has depicted some dissimilarities in the way television advertisements are completed in this two different physical locations. Also this work is targeted at tossing more light along the way cultural diversity has created variety in the creation of the advertisements. As it will be learned in this work, many of the differences lay in the region of culture and cultural perspective in these two different geographical areas. Different literatures will be evaluated to support the dialogue.
Advertisement as described by Petley (2003) is merely the means through which services and goods are pressed to the general public. Through this the advertisers target at increasing the demand of the publicized goods and services through drawing attention of men and women to the goods and making them think that they need the products (P. 4). There will vary medias by which advertisement can be carried out, including the print marketing and the broadcast multimedia. The television advert, also called the tv commercial as the name advises is the use of mostly brief television programs to go away message about a certain goods and services.
Zissis and Bhattacharji (2008) the advertising in china has for long been characterized by federal government policies that is aimed at controlling the mass media content with an aim of the government preserving power. This has ensured that the press does not have the flexibility to do what it has to do. The federal government filters and handles all the affairs of the marketing and there has been severe punishment to the people who breach any administration insurance policies. China has 374 tv set stations as per the research by Zissis and Bhattacharji (2008) and this helps it be a generally televised country. Alternatively, the marketing in almost all of the European countries and almost all of other western countries has the capability of exercising their freedom. A couple of few media constraints, As Czepek, Hellwig and Nowak (2009) connotes, all the member states of the EU have guaranteed the occurrence of media freedom in their judicial system and their constitutions.
The main dissimilarities that are depicted by the traditional western television advertisement and this of China are social based. Both of these areas have diverse culture and therefore the product packaging of the advertising should be different. Regarding to Ning (2007) on a written report based on the Chinese advertising research, the Chinese language culture has developed a basis for many forms of adverts. Bittner (2007) also concurs with this; he shows that many researchers have concluded that in order to be successful in china you have to comprehend the Chinese culture. This is because the response on the tv ad is proportional to the way the norms and beliefs of certain culture are dealt with in the adverts. The various in both of these areas way of tv advertisement can be grouped under the next headings as backed by the various reviewed literatures
Collectivism and individualism
As it is determined by Ning (2007), the Chinese language people always put the interest of the clan or the modern culture first, according with their culture, the introduction of the clan and or the family sorts their society and the opposite is true for the american countries. To help expand elaborate this difference, Bittner (2007) suggests that the idea of individualism and collectivism talks about it well. This is explained as the individual and collectivity relationship that prevails in the society. It is believed that just how of life of the Chinese revolves around the Confucian doctrine, which include; virtue and fidelity, women's chastity, filial sons and benevolent father's ancestor worship and the submission to authority. This has made the traditional western countries to view the Chinese language as individuals who have a collectivistic culture. This make the Chinese language people try to pursue pursuits that are targeted at the emphasizing of communal goals rather than individual goals. P. 13. the study by Ning (2007) also contains different explained tv set advertisements that expose the distinctions in the manner both locations present their television advertisements. These dissimilarities are in the contents of the advertising.
To further explain this Ning (2007), explains several advertisements in both China and traditional western countries that obviously depict the cultural differences;
The first case is the Chinese language coca cola advertisements which shows collectivism.
The advertisement begins with a caption which suggests Paris before the spring celebration; a Chinese language pop star gets a call from his mother who's in China. She asks her boy if he will make it to china to see the spring event from your home; China. He declines the offer because he is far from home. As He relishes his lunchtime, two baby cartoons come into picture smiling and simply tell him that they would take him back home. The next picture on the display screen is the pop star at home, in China, and a collection that says coca cola goes home looks on the screen. This storyline shows the way the Chinese language people show the value of family which is used to make clear the collectivism of the Chinese culture. Ning (2007),
The second case is the American rebook advertisement, which shows the individualism in the european culture.
The advertisement opens with Allen Iverson the NBA superstar, in profound thoughts, when he finally stacks up a tag lines occurs the screen which says "I am what I am" Ning (2007), this is a primary implication of the individualistic culture that exist in the european countries. In these countries many consider themselves first prior to the others. These two advertisements are used to explain the way culture has varied the advertising in the china and the western countries.
Levels of cultural contents
As Fei (2005), in his research advises, there are two different degrees of the cultural contents which effect the advertisements. The high content culture and the low content culture. These two types of culture identify the way people in both cultures associate to the content of information. Information can be grouped as explicit and implicit and this types of information what characterizes both cultures. For the low content culture the info is explicit, this creases a reliance on what is written or said. Alternatively as Fei (2005), advises in high content ethnicities human being communication is influenced by interpersonal norms, hierarchy and romantic personal relationships and not the message together.
As Fei (2005) shows the Chinese people belong to the high content group which is characterized by the use of indirect verbal and non verbal expressions and the utilization of symbolisms. The american countries are believed to be of the course of low content culture that uses explicit information with the less reflective direct speech. This classification therefore affects the content of advertisement in these two diverse cultural parts. This difference in this content of culture there fore suggest that for occasion in the high content cultural groupings, like China, there is the utilization of more aesthetic cues and it emphasizes the use of more depth than breath unlike in the reduced content cultural parts; the western countries where there is much emphasis on the utilization of breadth than depth. (Fei 2005).
Under the two differences which exist between china and the traditional western countries as identified above; Collectivism and individualism and the Degrees of cultural contents. There are lots of differences regarding the way television advertisements are packaged. Some of the differences that may be drawn are as follows:
Another difference in the function of advertising between the american countries and china as (Fei 2005) implies the western countries visually identify the advertised brands earlier in their advertisements that the Chinese language do. As it was considered in this work that the low content cultural locations (the european countries) often use information which is explicit to mention their communications in television advertisements, they end up using more visuals and direct evaluations of products than the China. This means that all the weaknesses and the talents of a certain product and goods and also their tournaments are spelled out evidently. Alternatively the Chinese language culture will not encourage the utilization of direct comparability in the advertisements to be able to maintain or promote harmony and consensus.
The above point also ushers us into another difference that is noticeable in the way television ad is completed in both china and western countries. The pace of pacing in the television set commercial in the american countries is faster than that of china as it is mentioned, television commercial have a short time span to express all that they need to about a certain product or services that has been advertised. Which means that the commercial makers have to make use of many shots for the reason that given time. There fore, in areas which their culture is of low framework, there is faster pacing than in high content culture locations. In advert pacing is assessed by the period of a go, which is the main one used to capture and maintain visitors attention this there fore call for long or extended time that enable the viewers to absorb all the cues that are in the photographs.
Another difference which exist between the Chinese and the american advertisement is the fact that, in the european countries there is a lot use of camera images which can be subjective than in the Chinese language television adverts As Fei (2005) suggests, in the making of tv set commercials there may be the utilization of the strategy of subjective shot. That is a technique that ensures that the camera is used in a way that it simulates the viewer's point of view. The point of view of an objective observer on normal circumstances is assumed by the camera by the audiences being shown the activities and things of the visible domains. The subjective camera therefore ensures mandatory involvement of the audiences because there are not merely mere observers of happenings. The primary role enjoyed by this subjective camera is to lead the viewers to demonstration of the publicized product's explicit ideals. This is pretty much observable in the cultures which can be low content in dynamics.
Another difference that is out there between the Chinese language and the traditional western advertisement is that, in the european countries there may be few use of images of direct addresses than in the Chinese television advertising. Fei (2005) advises in the majority of the tv commercial you can find the use of your camera technique that ensures that there is immediate address. Here the endorser or the commercial actor directly talks to the viewers or the camera. Through this, it is believed that there is psychological intimacy and real life closeness. That is believed to provide a sense of closeness and intimacy with the type on screen. That is a reflection of the attribute of the cultures which ensures collectivism. These culture of collectivism, views individualism adversely. The majority of this individualism is practiced in the traditional western countries and the above described dependency is of less importance.
Also as indicated by the report on the differences of the Chinese and western advert by Fei (2005) is the actual fact that, there's a very big distinction in the manner these two ethnical diverse regions express or depict their culture. Within the traditional western countries people are usually more oriented and focused on the future. Contrary to this, the Chinese people will be more centered on their repetitive traditions. These traditional beliefs transform them to a conservative manner which makes them slow to look at almost any change. In the american countries, as there emphasis is on the near future, there is much change in the commercials as they are made to echo future changing environment.
As indicate previously this work, china has a collectivism culture that means that there is certainly more focus on groups and family members. Alternatively the individualistic culture means that much emphasis is on individuals rather than organizations. This difference is also depicted in the manner the commercial are made. In the traditional western countries for example, commercials made include specific Images or individualistic ideas. The contrary is visible in the Chinese advertisements on Television.
On summary therefore, it is obvious that culture performs a very big and important role in the manner things are carried out. The Chinese culture and the western cultures are very diverse and this dictates along the way various things are completed including business. Culture sometimes appears to establish the likes and interest of people. Any thing in the marketing that sometimes appears to appeal to someone's values and norms has an increased possibility of influencing or persuading the audience or the listener. There fore as discussed in this work there are many differences that are available in the in the Chinese language and the western television adverts.