Essay on Cultural Identity Through Local Advertisement

Submitted By SoraAin
Words: 1962
Pages: 8
Open Document
Every single day, people are exposed to many kinds of advertisements that promote a number of health products, education, foods, households, and so on. These advertisements in fact keep changing for years to years although they promote the same product. This phenomenon happens as companies need to renew their ideas in persuading people to buy their products because consumer preferences change as time flies. Companies that try to persuade consumers to buy the products see advertisements as a big thing and important tool to enhance their sales. The power of advertisements in fact outweighs the need of companies to hire salesman or saleswoman in order to approach the consumer. Since the purpose of advertising the products is to boost sales, companies would have to look at specific target in order to create an effective advertisement that suits the culture of the group it is targeting. Because of this fact, it is notable that advertisements for one company for example Dove, varies in conjunction to where they will be broadcasted. Dove advertisements broadcasted in the United States of America are absolutely different to Dove advertisements broadcasted in Malaysia. The cross-cultural differences of these two countries, the United States of America and Malaysia, then influence how a particular advertisement is constructed. It is much simpler to compare these differences when we look at the two countries as western and non-western countries. However the question here is, how do local advertisements significantly reflect the culture of its people? Are local advertisements really portraying the real situation of a culture or are they merely what companies thought of what a particular culture is? This paper will demonstrate to what extent do the advertisements are true to the real-life situation and that local advertisements indeed have critical role in portraying the identity of the people to the outside world. To evaluate the topic, the following paragraphs will discuss more deep about the relationship of local advertisements with time management, moral values and religious sensitivity of American culture and Malaysian culture respectively.
The history of advertising lies thousands of years in the past. According to O’Barr in his article “A Brief History of Advertising in America”, advertising has evolved from
“face-to-face selling messages to the stilted, repetitive, printed advertisements of early newspaper to the dynamism of mass communication by radio and television to the re-personalization of messages via cable, Internet, and direct mail” (2008).
As we can see, advertising techniques develop in accordance to the development of technology. When Europeans started to involve with the industrial revolution, advertising at the same time began to enter the marketing world. At that time, printed advertising was a very powerful tool to approach people regardless for the purpose of making businesses, selling products, spreading religious ideas, or informing people about new things. Nowadays however, printed advertising is no longer a main medium in marketing but the Internet has an important role in introducing new products and at the same time is in charge of all mediums of communication. The easy and costless features of the Internet make entrepreneurs and companies favor it more than any other medium. The importance of the Internet in marketing then improves the need of efficient advertisements in order to win customers. Prior to being exposed to multiple types of advertisements in my second writing class, I have no idea how local advertisements can give the outsiders and foreigners hints of what the culture of a particular country looks like. Nonetheless as an international student from Malaysia, I strongly rely on Malaysian local advertisements to describe Malaysia itself when people ask me how my country looks like. To my relief, local advertisements really help me in explaining social norms of Malaysians. At other points,
Show More

Related Documents: Essay on Cultural Identity Through Local Advertisement

The Reinforcement of Hegemonic Ideologies & Gender and Sexuality Stereotypes Within Cosmopolitan Magazine Advertisements Essay

The Reinforcement of Hegemonic Ideologies & Gender and Sexuality Stereotypes Within Cosmopolitan Magazine Advertisements Rebecca Mastine Understanding Popular Culture Tim MacNeil December 15, 2010 Magazines have implicitly and explicitly been influencing humans for decades. They are continually more involved in the media, however the market is highly competitive. It is extremely important for magazines to maintain the readers’ interest and loyalty therefore they must excel in its…

Words 2218 - Pages 9

Campaign to Promote Tourism in Nakonprathom Essay

visitors to Siam Niramit have to pay THB 1500 to view the cultural shows while in Sampran Riverside, they have to pay only THB 500 for the cultural shows. This shows a cost advantage for Sampran Riverside and can be said to be one of the reasons why tourists or local visitors would prefer it over Siam Niramit. Moreover, they also focus on eco-tourism. In addition, they also focus on a creative economy where opportunity is given to the locals to come and sell their products though at a cheaper price…

Words 4387 - Pages 18

media and migration Essay example

the degree to which people think that this story is important; (2) agenda cutting which points to the fact that media are very selective in what they decide to cover in their newscasts, and that many events that take place in the world and in the local society get cut or dropped; and (3) agenda surfing, which indicates that media tend to follow trends and ”surf” on the news wave of the major media leaders. 2.3.1.1 Media Agenda-Setting and refugees Some studies have linked media reports on refugees…

Words 7173 - Pages 29

Advertising Media Summary Essay

advertising using media will be the best way to advertise the products. It’s the most effective way to let consumers know your products. But there are lots of type of advertising media and the company needs to choose that how to distribute the advertisement to different types of media. They need to analysis the pros and cons for each types of advertising media and matching the appropriate solution to advertise the products. They are television, newspapers, Radio, Magazines, Direct Mail, Internet advertising…

Words 1124 - Pages 5

Equality and Diversity Essay

1. What is meant by diversity? Diversity means different and varied. Diversity characterises the society that we live in through race, belief, culture physical appearance, mental capabilities… 2. Describe the community you live in. Highlight some of the variations you may observe in terms of: • Interests: .There is a wide variety of interests as sports, cinema, reading, watching tv, travelling. • Beliefs : There is a Christian Church, a Methodist Church, an Anglican Church and a…

Words 1600 - Pages 7

Essay on Destination Marketing, Bali

TOUR19020 Destination Marketing Assessment 2: Bali, Indonesia [pic] Executive Summary Bali is a tourist region situated within Indonesia. This report aims to provide a marketing plan for the next two years which will help Bali to overcome its current constraints and challenges and to exploit its opportunities. It is suggested that Bali Tourism moves away from its traditional positioning of targeting younger people looking for a cheap holiday. By maximising the opportunities…

Words 3660 - Pages 15

Louis Vuitton Moet Hennessy Case Essay

goods provider is looking to expand their brand dominance in Asia. In order to expand successfully LVMH must evaluate challenges that may arise and get in the way of their successful expansion. In the Asian market, LVMH must deal with political and cultural uncertainties, the threat of counterfeit products, and the increased cost of products in Asia compared to France. LVMH should use…

Words 6628 - Pages 27

that guy manji Essay example

“I’LL HAVE A DOUBLE-DOUBLE, PLEASE” THE ROLE OF TIM HORTON’S IN THE MAKING OF THE CANADIAN IDENTITY The seemingly simple question “What is a Canadian?” is often answered by blank expressions. The varied geography, regions and ethnicity of Canada, the second largest country in the world, leave its citizens searching for a unifying identity, grasping to things that could potentially help define them as “Canadian.” Canada prides itself on its multicultural society, which, however, raises a question:…

Words 2341 - Pages 10

The Table Given Is A Statistical Recording Of The Number Of People In The National Park

increase exists in all ethnic groups. This can be seen from Northumberland National Park with 35 out of 1993 people and South Downs National Park with 3692 out of 112343 people. Although the first category of white has the highest number of people, through looking at the 2nd category of whites "Irish", it is clear Irish people is an ethnic minority similar to other races. There are 35 Irish people in Exmoor National park and is a similar number like "White and Black Caribbean" (21 people), "White and…

Words 1494 - Pages 6

Marketing Women Essay

psychology, physiology, and childhood origins), and that the innocent media is simply reflecting our culture, not affecting it. Our question evolves accordingly: does the omnipresent media reflect or affect our culture? We must first prove that media advertisement is a significant instigator in creating this trend, and once this is established, show how marketers are currently developing new and innovative ways of targeting vulnerable women by means of Internet, mobile, and stealth marketing. Finally, we…

Words 4472 - Pages 18