Professional Documents
Culture Documents
1 THE NEW ECONOMIC POLICIES The new economic policies were on two levels; 1 Liberalisation measures which was again under two sections, New Industrial Policy and New Trade Policy. 2. Macroeconomic reforms and structural adjustments I LIBERALISATION MEASURES
1.. New Industrial Policy (.NIP) Under the New Industrial Policy there was; a. Liberalisation of industrial licensing which resulted in -delicensing -decontrol -deregulation -broad banding -abolition of registration b. FERA liberalisation. The Foreign Exchange Regulation Act liberalised foreign investments and technology import c. MRTP liberalisation The Monopolies Restrictive Trade Practices was removed and threshold asset limit was abolished and clearance for expansions, mergers were not needed d. curtailment of public sector. Several industries hitherto reserved for public sector opened up to the private sector. Only eight core industries remain reserved for the public sector 2. New Trade Policy (NTP) Under this policy there were seven reforms as follows;; a. lowering of import tariffs b...import licences were abolished c. the exim regime was more open d. the rupee was made convertible e. exports were encouraged f. Indias economy was to be integrated with global economy
compiled by Anita Mandrekar
All countries regulate the marking of goods and containers on on imports and noncompliance can result in severe penalties From the consumer side it is seen that consumers see far more than a container of label. They are buying a personality, an attitude perhaps even a set of beliefs. A majority of consumers transferred the sensation from the container to its content. The look of the packaging has an enormous impact on how product quality will be. Colour is one of the most potent tool in packaging. Studies of eye movement have shown that colours trigger the fastest response of any element of a package. lt is felt that yellow is the most noticeable hue but for some products yellow had negative connotation. Feminine forms, circles and ovals suggest completeness, receptiveness and enclosure and provides the underlying theme for many packages because these have the most positive associations. But to work well it must be inflicted with some other symbol. The success or failure of packaging abroad depends on an awareness of the fundamental differences in cultures. Understanding of cultural values of colour, shapes, symbols of the various countries is necessary. Thus - packaging is a silent seller - it attracts consumers - it should ensure good sealing - should maintain quality for long time shelf life - keep transportation in mind - should be cost effective - should be environmentally friendly and biodegradable - colours should be carefully chosen - information on packaging should be as prescribed by the legal authorities - should be tamperproof - should be of international standards. Meanings and significance of colours across various countries. Red yellow West Japan danger danger anger anger China Brazil joy anger festivity hate Nigeria danger evil sunshine brightness wealth purity calm peace evil Korea danger anger wealth Middle East danger-evil happiness prosperity fertility strength
cowardice happiness honour money caution nobility royalty wealth green sex future youth hope greed energy growth wealth safety youth white purity death mourning purity virtue mourning humility peace blue machismo villany strenght happiness masculinity cold power black death evil evil death
nature peace freshness innocence purity purity mourning cool protection freshness evil evil darkness mystery
Popular culture offers lavish store to advertisers who try to create attractive messages for consumers. Advertisers will appropriate popular culture material as celebrities, music, comedy styles and anything else that can be used as accepted and enhanced symbol for their products. To communicate with consumers, advertisers thus have a fertile an ample mixture of symbolic material to draw upon. The lore of popular culture that advertisers find usable are comedies, music and celebrities. Music has the ability to stimulate extraordinary emotional feelings. Adult consumers derive emotional benefit from popular music. It is this appeal that advertisers try to exploit to stimulate consumers interest in their products. An advertisers choice of leading entertainers as spokespeople, as opposed to lesser known individuals, carries with it valuable contextual inferences when the transfer of meanings from the endorser to the product and from the performance to the ad works well, it becomes a success. The utility of music is acknowledged within the advertising industry. Background music can set up a mood with targeted consumers and lend an emotional dimension to a brand. Although much of the music in advertising is original an increasing proportion of it consists of reused popular cultural hits. Advertising is not depleting or obliterating popular culture. The interpenetration of advertising and popular culture is recognised. Highlights from one adds lustre to the other. The target audience are always on the lookout for symbols and meanings which reverberate back and forth between the two domains. Popular culture can even aid in the creation of new norms. To communicate with consumers, advertisers have an ample stock of purchasable symbolic material to draw upon. Advertisers turn to popular culture that if pleasurable, emotional and non-coercive. Popular culture is the seed belt of the stars who can command general recognition from a diverse population. The stars are likely to deliver the emotional material the spectator is looking for; The popular song Dhoom Machale became a part of the day to day lingo of youngsters. Advertisers use Dhoom Macha Diya below their visual have reported increase in sales. Although cultures meet most new ness with some resistance or refection, that can be overcome. Cultures are dynamic and change occurs when resistance slowly yields to acceptance radually there comes an awareness of the need for change, ideas once too complex become less so because of the cultural gains in understanding. Once the need is recognised, the acceptance cannot be prevented. Possible methods and insights are offered by social scientists that are concerned with concepts of planned social change. .
Compiled by Anita Mandrekar
The rural market has opened up new vistas for advertisers selling consumer products. Tetra packs, sachets, synthetic bottles have had a revolutionary impact on packaging aspects , leisure and luxury products have thrown open new markets. ( health, beauty parlours, credit cards etc.) Brands are vying with one another to obtain a favourable perception of consumers. Advertisers are trying to create brand personalities entity which consumers can emotionally associate themselves. Advertisers are depicting products with new psychological perspectives, wrist watches, designer wear, two wheelers, chocolates and now the Nano, are being given a symbolic orientation by advertisers. The social benefits of the increased advertising are; The increase in employment which in turn generated income and results in the per capita income. More product innovation take place. Society is better informed and has a wider and wiser choice. The awareness level increases. Social activists instil a civic sense and competition ensures better quality products. This leads to higher standard of living. Advertising supports 60% of media costs It can be concluded the effects of advertising upon society, come in mixed forms, depending on the purpose and execution of various campaigns. However, society as we know it is based very heavily upon advertising, and the negative social and economic impact are not serious enough to outweigh the many positive social and economic effects on our society. No one can predict what new forms advertising will take in the future. However the rapidly increasing cost of acquiring new customers makes one thing certain. Advertisers will seek to hold onto the current customers by forming closer relationships with them and by tailoring products, services and advertising messages to meet their individual needs. So while advertising will continue to encourage people to consume, it will also help provide them with products and services which are more likely to satisfy their needs. The field of advertising contributes different benefits to different fields of activities and to different segments of the market, To consumers ads provide basic communication to inform them about products. Ads motivate consumers by various appeals. The welfare role of ads is also important Ads generate an increase of sales, help build brands, enhance the institutional image and help the growth of the economy The social responsibility of advertising has increased. It sustains the media. The role of advertising can broadly said to be -distribution role -employer role -life style enhancing role -consumer choice provider role -consumer welfare role -price reducer role through increase in demand and providing economies of scale
Compiled by Anita Mandrekar
Advertising to children has been a major focus and concern for many years. It is said that children between 2 to 11 spend about 25 hours a week watching television and see approx20,000 ads per year/ Ads presumably have and effect on what people buy and on their activities. It has an impact on the values and lifestyles of society and that this impact has its negative as well as positive side. It is stated that appeals to mass markets tend to promote conformity appeals to status promote envy, pride and social competitiveness appeals to fears promote anziety appeals to newness promote disrespect for tradition, durability, experience, appeals to youth promote reduced family authority and appeals to sexuality promote promiscuity The key issues are which values and lifestyles are to be encouraged as healthy, which are to be avoided and what relative impact or influence ads have on them The environmental movement has thrown up a number of new issues about advertising and its effects on values and lifestyles. Advertising has played a valuable role to encourage recycling, energy conservation and many ecologically positive behaviours. It was informative and educative However advertisers have seized on environmental advertising claims as an effective way to sell their products and services by using terms such as recycled and recyclable
Compiled by Anita Mandrekar
Premiums and Gifts European countries have a larger number of restrictions than USA for sales promotion. The legal requirements are so diverse that standardization of promotion regulations in Europe may be difficult. Belgium requires a government tax on window signs. Most countries in Europe have a limit on the value of the premium given. Colgate was sued by a local blade manufacturer in Greece for giving away razor blades with shaving cream,. Austria considered premiums to be a form of discriminatory treatment towards buyers. In France, it is illegal to offer premiums that are conditional on the purchase of another product. In Finland, premiums are allowed as long as the word free is not used with them. When Radio Shack duplicated its US strategy by giving away flashlights the firm found itself in violation of Germanys sales law regarding premiums and gifts. Germany and Scandinavia have strict laws concerning promotions to protect their consumers from being distracted from the true value of the brand. Argentina, Austria, Norway and Venezuela virtually ban the use of merchandise premiums Price Reductions, Discounts and Sales Austria prohibits cash reductions that give preferential treatment to different groups of customers Scandinavia discounts are prohibited In Germany authorities have to be notifies in advance when a sale is planned. It is allowed when a firm is going out of business or is giving up its product line; or end of winter or end of summer and a twenty-fifth anniversary Samples In Russia tobacco firms freely distribute samples. In USA alcoholic beer cannot be offered as a free sample Germany restricts door-to-door free samples that limit population coverage as well as the size of the sample pack Sweepstakes, Games and Comtests In France the entry form must be separate from the order form, for a sweepstake to be valid. Germany permits sweepstakes as long as they do not create psychological pressure on customers; it should not be misleading and should not offer a prize of substantial value. Lotteries are illegal in many countries eg France, England, USA. A sweepstakes, game or a contest to be valid must have only two of the following elements, chance, consideration or price.
Compiled by Anita Mandrekar
The integration of western Europe and the opening up of the eastern European market and the crumbling of political, economic and customs barriers made it easier for companies to operate in a truly global manner. Consumers in the rapidly emerging markets of Asia and elsewhere are showing a voracious appetite for branded goods. This has led to the increased attention to the need to create global brands that can take advantage of such growing economies. N America, Europe and Japan realised the need to look for other markets for their growth. The growth of global media & satellite and cable-basedTV channels across the world has also led to increase in global/international advertising campaigns. There is no doubt that global marketing and advertising are becoming very important today because major companies and brands have begun to see the need to grow in countries outside their traditional domestic bases Advertising agencies themselves have begun to form global networks and alliances. This was because their global clients began to seek global servicing capabilities and also because they wished to gain a larger share of the fast growth in advertising revenue The advantage that global companies enjoy is operating economies of scale. This means that having larger volumes of the same product and sold over a larger market area can produce and market them at a lower cost per unit due to economies of scale. The globalisation has thus resulted in the rush of companies to market their products on a global scale. The competition of the various brands introduced by various firms along with the competition of local or domestic brand had a impact on the advertising world. Ad agencies began to form global networks and alliances. The increasing global clients began to seek global servicing capabilities and also because these agencies wished to gain a larger share of the fast growth in advertising revenue Advertisers realised that advertising campaigns that work in one market may not work in another. Consumers in every country are still somewhat differe4nt from each other, with different habits, tastes and preferences. Eg Americans like to drink orange juice for breakfast the French dont. In the Middle East most prefer toothpaste that tastes spicy; this taste may not work in other markets McDonalds has to vary its menu in different countries. Advertisers are aware of the disastrous mistakes made by agencies that failed to understand local consumer differences. Pepsodent was trying to a teeth whitening appeal in parts of Asia but failed because dark-stained teeth were considered prestigious A multinational advertiser must understand the cultural nuances of a local market inorder to be successful because it may differ substantially from the culture of the home market. Advertisers have to know about the government regulations and the media availability and distribution arrangements of the country where they have their campaign.. The competitive environment may vary dramatically. Agencies may also face brands that follow very different positioning strategies across many markets
Controversial advertising
The controversy about many ads shows how our traditional conservative society is still trying to decide how much sexuality to allow in advertising. Indias growing economy and rapid internationalization are adding to the issue as they challenge Indias homegrown mores in new ways. The Ministry of Information and Broadcasting refers all complaints of ads that are controversial to the ASCI, Advertising Standards Council of India, which is the industrys self-regulatory body. Once the ad-industry council has issued its opinion, the ministry has the final say. The ASCI has taken action on ads that it thought went too far. Dark Temptation ad showed a woman taking bites out of a man who is coated in chocolate after using the chocolate flavoured deodorant. the Ministry of Information and Broadcastion stopped the from being broadcast after receiving a complaint from a viewer who found it offensive the shot of a woman biting the chocolate off a the mans bottom.The ASCI banned the ad and now the ad is shown without the woman biting off the chocolate Wild Stone, a deodorant ad shows a woman tricking her way into her brother-in-laws arms because of the effect his deodorant has on her. The brands tag line says barely legal. Another deo ad called Fuel for Men launched by Elder Health Care Ltd in alliance with VLCC Healthcare Ltd, shows a woman so attracted to a man using the product that she starts unbuttoning her blouse. The ASCI , after receiving a complaint contact the respective advertisers for their explanation before taking a decision to pull these ads off-air. These companies, however say they have not stepped out of line with the above commercials. They feel that there are certain category truths that are known to sell products like toothpaste results in clean teeth and shampoo in clean hair. Similarly, fragrances are associated with attraction and the above ads are based on that premise. The ad agency that created these ads also defended it. They argued that behavioural scientist have established that males groom themselves for the female species and that is exactly what the ad is reflecting. However, it may be that males groom themselves for the female species , the objection is the reaction of the female in the ads that is offensive. It is demeaning to women There are several ads on deodorants that have raised objections such as Fa Mens Xtreme and Zatak are also airing ads with sexual overtones. These ads gained ground after the campaign for the Axe deo ad. The Axe ad has been the only body spray to face scrutiny from the government even though competitors have run racy ads of their own. The Amul Macho underwear ad was another very controversial ad which was found very offensive. It showed a young woman comes to a river to wash her husbands clothes. She pulls pair of men bovver shorts from the laundry pile and begins to wash it, giving sultry looks to the camera and throwing her head back in a suggestive manner. The ad ends with a breathy female voice saying Amul Macho crafted for fantasies Pepsi ad was banned after human rights groups said it promoted child labour. It depicted a young Indian boy bringing drinks to the Indian national circket team. The ad was withdrawn. India is a signatory to the Convention on the Rights of the Child and is committed to putting an end to child labour in any form
Compiled by Anita Mandrekar
A cancer vaccine commercial seen on Indian television urge parents to get their young girls inoculated the vaccine Gardasil to protect against cervical cancer, the second most major cancer in women. What the ad hides is that it is mired in a controversy in the USA. It was launched in India in October 2008 with television ads. Advertising prescription on television is unethical enough, but using fear to sell them is worse. Gardasil is an efficient vaccine but the safety and risk information about it has not been available to parents. Anchor and Havells were involved in a hair raising controversy. Anchor electricals accused Havell of copying a concept for its hair raising television commercial and demanded that Havells take the campaign off the air. The Havell ad showed a boy whose everyday life is disrupted when his hair stands on end because he used a faulty switch at home. Anchor claimed the concept was taken from a previous television ad created for Anchor switches. Anchor wrote a letter to Havell to stop airing the ad. Havell said they had not received the letter. An insurance ad showing a father in a hospital carrying a new born baby girl saying hai to pyari magar boge hai bhari. The authorities in Delhi had the ad scrapped. . The makers of Complan moved the Mumbai High Court to stop the Horlicks from airing their Horlicks ad which said it had all the required 23 nutrients but was still Priced at Rs 128 against Rs 174 the price of Complan. The Mumbai High Court refused to grant any relief to the makers of Complan.
Compiled by Anita Mandrekar
Present day Economic Issues & Policies & their effects on Advertising
The present day economic policies changed from a regime of quantitative restriction to a more open price based market force determined system. The three pillars of the economic policy are; -liberalisation -privatisation -globalisation The entry of multinationals have come with new technology and market practices that lay more emphasize on advertising as an important tool As entrants increase, products and competition also increase and thus demand for advertising increased After the entry of cable television India has seen a blast of channels. The numbers of newspapers and magazines have also increased. Now there are new wayus of reaching the consumer. Due to the media explosion, there is accfess to foreign channels. Through these viewers are exposed to a materialistic western culture new products are and features are noticed in these programmes and that creates awareness and need to by the product. Dressing habits have changed, new trends are set in everyday life. All these small cultural changes are also the result of advertising. Advertising creates brands, association and draws aspirers into the western culture of material culture of material possessions Privatisation has also affected the world of advertising. Government organisations survive only because they are government owned. There is no profit motive and urge to sell. With privatisation there is a radical shift in the management system. It is moving towards modern managerial techniques and advertising. The volume of advertising and its creating capabilities have increased. With the opening up of the economy and integrating the economy with the world economy there was a vast impact on advertising industry. Restrictions on foreign entry, scrapping of FERA, massive import restrictions and reducing tariffs etc brought the world closer Advertisers had to think global and act local. Indian agencies came of age. Ads for global causes are also now a days being made in India. Through the global ventures, the advertising agencies collect social and cultural inputs and even story boards sometimes are made in India. Internet has become a great marketing tool. Advertising experience is on the increase with the increase in ad expenditure. At present, the Indian economy is experiencing the pressure of several economic issues such as unemployment, poverty, illiteracy, inflation.
Compiled by Anita Mandrekar
Green Marketing has brought up a new issues about advertising its effect on values and life styles. Advertising has been a part of the Environmental Protection Agency. These ads have had many ecologically positive behaviour. However may corporations have begun using environment appeals in marketing regular products to sell their products and services. This so called green marketing has been challenged on a number of grounds. Authorities have attempted to establish voluntary guidelines on the use of the terms such as recycled and recyclable. Many products with environmental claims susch as shaving creams that contain no CFCs, laundry detergents that are biodegradable and disposable diapers that are degradable require special scrutiny because they are especially likely to confuse consumers. Advertising makes people buy things they do not need. Critics claim advertising merely increased demand for unnecessary products that are not really needed by consumers. The counter argument to this is who is to determine the need of a consumer? Advertisers try to convince people that their brand will make them sexier, healthier or more successful but they cant make them buy. If it is so easy to convince people to buy why do more products fail than succeed? Advertisings power has been greatly exaggerated. Another aspect of the manipulation argument is that advertising creates artificial needs. Consumers control the marketplace by the choices they make with their discretionary income. Advertising debases our language. Critics claim that advertising copy is too breezy, too informal and too casual and therefore improper. They believe that advertising has destroyed the dignity of the language. Research however has shown that people respond better to down-to-earth conversational language than to the dignified , formal copy. Good copywriters develop a style that is descriptive, colourful and picturesque as well as warm, human and personal. They use simple words that are lively, full of personality and reflects the language usage and patterns of their target audience Advertising is in bad taste. Taste is highly subjective. What is bad taste to some is perfectly acceptable to others. Also taste changes. What is offensive today may not be so tomorrow. People were first outraged when the first deodorant ad for underarms appeared. Today no one questions such ads. Today grooming and personal hygiene products often use near nudity in their ads. In international markets nudity in commercial is commonplace. Ultimately the market has the veto power- it can simply ignore material it considers offensive or in vbad taste Advertising is deceptive. Critics define deceptiveness not only as false and misleading statements but also as false impressions conveyed, whether intentional or not. For advertising to be effective, consumers must have confidence in it. So continued deception is self-defeating. Even puffery claiming to be best, or greatest or premier is sometimes believes and therefore deceptive. Numerous regulations determine what advertisers can and cannot do but they also allow a significant amount of leeway. Thats where ethics and social responsibility come into play. An advertiser can act unethically or socially irresponsibly and not break any laws.
Social Marketing
Social marketing is the design, implementation and control of programmes seeking to increase the acceptability of a social idea, cause or practice in a target group. Social marketing is one of the promising new developments expected to increase the effectiveness of social change. Social marketing is a set of programmes calculated to influence - acceptability of social ideas - to play its role as an educator - the changes in public attitudes - the changes in the quality of life - the standard of living - the building of efficient economic and social institutions Social marketing seeks to influence social behaviour, not to benefit the marketer but to benefit the general public/target audience. Social marketing has been used in international health programmes especially in areas like heart diseases, organ donations, prevention of alcohol and drug abuse. Social marketing is a tool to improve society. Advertising exerts a powerful influence on society. It has the ability to shape social trends and mould personal attitudes. In addition to the economic benefits of improved competition, lower price and more product choices, advertising promotes freedom of speech, supports the media and promotes information of social issues. It helps in the awareness of social problems. Social responsibility is closely related to advertising ethics, Social responsibility issues are complex. The advertising industry has an important say in how the public view social issues eg the aids scare has caused advertisers to tone down the use of sexual images in their ads. Environmental concern s are inducing advertisers around the world to be more socially responsible. Chevron advertised how the company delayed a gas pipeline project to avoid upsetting the mating season of the local grouse. Wall Mart advertised a green campaign highlighting merchandise that is environmentally friendly Social marketing is needed for the general public to create an awareness of certain issues that they are ignorant of and thus bring about a desired level of social awareness and thereby a social change. The principles of social marketing for non-profit oranisation are the same as those for profit organisations - key markets and audience must be identified - segmentation has to be utilised - consumer behaviour has to be studied - market positioning has to be planned - results have to be monitered - corrective measures have to be taken if needed The people should believe that a specific change will give more advantage than disadvantage. In order to be effective the social marketing programme should be based on extensive research on
- the problem to be solved - the target audience or the population which suffers the problem - the message - the channels to be used The specific goal has to be determined. The creation of awareness is the main step in social marketing
Compiled by Anita Mandrekar
Social marketing shares the main components of general marketing process in the form of product, price, promotion and place. In this case the product is not physical in nature. It refers to a change in the behaviour or support required for the programme. eg anti-smoking, family planning. Its strategy popularises the positive ideas and encourages favourable behavioural changes in social values and individual values. Price here refers to the effort that is put into the behavioural change. It is what the consumer should do to obtain the product. The place refers to where the target audience are located at the time of the campaign. Promotion . the person or the institution associated with the social marketing should use advertising, sales promotion or direct response marketing to promote the campaign Some campaigns cannot be carried out without institutional partnerships eg health organisation, social welfare units, academic units etc Since social marketing is associated with the community in general, political and government patronage is required to make it a success. It makes marketing easier and effective in the long run. Social marketing aims at providing mental guidelines for future behaviour. Benefits of Social Marketing - is needed to promote the desired pattern of behaviour in a society - to promote health and hygiene among the public ( polio drops etc) - to promote awareness among the illiterate section - to promote sustainable development - to promote ecological consciousness - to promote social emancipation like women empowerment, ban on female infanticide, dowry, sati, Social marketing is the need of the hour
Compiled by Anita Mandrekar
houses are not numbered sequentially, so finding an address becomes difficult. In Iceland many dont have phones. Pillsbury marketed canned sweet corn because it felt that sweet corn would not require any flavour changes across international markets. But to its surprise, adjustments had to be made, not in its flavour but how it had to be positioned. The French add it to salad and eat it cold; In UK, it is a sandwich filler and pasta topping. In Japan, children have it as an after school snack. In Korea, it is sprinkled on ice cream.
Compiled by Anita Mandrekar
Advertising in the European Common Market is not easy as one would think. Childrens clothes are not popular in France where children are dressed as small adults. In Southern Europe, form-fitting clothes sell well but not in Netherlands where they loose clothing/ Cultural factors largely determine the way various phenomena are perceived. If the perceptual framework is different, perception of the message itself differs Existing perceptions based on tradition and heritages are often hard to overcome. In additions to concerns with differences among nations, advertisers find subcultures within a country require attention as well. In HongKong there are ten different patterns of breakfast eating. Besides these differences, there is the problem of changing traditions. In all countries, people of all ages, urban or rural, cling to their heritage to a certain degree but are willing to change some areas of behaviour. All differences have to be taken into account when advertising internationally. The point is that culture matters. Advertisers must appreciate the influence of political economy on social institutions and cultural values and ways of thinking. The position of men and women in society, the family, social class, group behaviour, how societies define decency and civility are interpreted differently within every culture. Advertisers must have an understanding of the influence of religion otherwise ads can offend consumers deeply. Legal considerations. Different countries have different advertising laws that need to be accepted and followed. Therefore while creating advertisements it is very important to know the laws that are imposed in that country. Laws that control comparative advertising vary from country to country in Europe. In Germany, it is illegal to use any comparative terminology .Belgium and Luxembourg explicitly ban comparative advertising, where as in UK , Ireland, Spain and Portugal it is allowed. Advertising on television is strictly controlled in many. In Kuwait the governmentcontrolled Tv network allowed only 30 minutes of advertising per day, in the evening. Now it is a little more than 30 minutes. Some countries have special taxes that apply on advertising. It is very important for the advertisers to identify this and act accordingly. Media Limitations In international advertising, an advertiser must consider the availability, cost , coverage and the appropriateness of the media. There are also media effectiveness varies across cultures. Imagine the ingenuity required of advertisers confronted with a situation, where eg in Brazil tv commercial s are sandwiched together in a string of 10 to 50 commercials within one break. in Japan there are only 5 national daily newspapers and conditions are necessary to buy advertising space. Asahi, Japans largest newspaper, is known to turn down a million dollars worth of advertising a month of ad revenues Language limitations
Language is one of the major barriers to effective communication . The problem involves different languages of different countries, or different languages or dialects within one country and the subtler problem of linguistic nuance and vernacular. Incautious handling of language has created problems in nearly every country. In Spanish-speaking countries one has to be careful of words that have different meanings in different countries. The word ball translates in Spanish as bola. Bola means ball in one country, revolution in another, a lie or fabrication in another and in yet another country it is an obscenity.
Compiled by Anita Mandrekar
Language translation encounters innumerable barriers that impede effective, idiomatic translation and this comes in the way of communication Everyday words have different meanings in different countries. Even pronounciations cause problems. Wrigley had trouble selling its spearmint gum in Germany until it changed the spelling to Speermint. Low literacy in many countries impedes communication and calls for greater creativity and use of verbal media. Even a tiny country like Switzerland had four languages, Advertising copywriters should be concerned less with obvious differences between languages and more with the idiomatic meanings expressed. It is not just sufficient to translate; it is necessary to interpret. Without a culturally correct interpretation of a countrys aesthetic values, a lot of advertising problems can arise. Interpretive knowledge requires a degree of insight that may be described as feeling. It is a kind of knowledge that depends on past experience for interpretation and is prone to misinterpretation if ones home country frame of reference is used. The Japanese, for example revere the crane as being very lucky because it is said to be lucky, however the number 4 should be avoided completely because 4 stands for death. Teacups are sold in fives and not fours, In understanding different cultures metaphors is a key doorway to success It is a mistake to discount myths, beliefs, superstitions or any other cultural beliefs Cultural elements must be evaluated in the light of how they might how they might affect a proposed advertising campaign Successful international advertising begins with cultural sensitivity
Compiled by Anita Mandrekar