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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
correspond to each country’s central concepts of self and society. In many American
ads teens are associated with images of independence, rebelliousness, determination,
and even defiance that are consistent with the American value of individuality. In contrast,
Japanese ads tend to portray a happy, playful, childlike, girlish image that is consistent
with the Japanese culture’s sense of self, which is more dependent on others. 28
Another recent study examined gender-role portrayals in Japanese magazine advertising
and found that some of the previously used hard-line stereotyping of both men and
women has softened considerably since the 1980s. Men are not associated as much
with stereotypical male traits, while women are shown in more positive ways. The
researchers suggest that this may reflect the westernization of the depictions of men and
women in Japan. 29
As advertisers turn their attention to China, more consideration is also being given
to understanding the cultural system and values of the world’s most populous country.
Chinese values are centered around Confucianism, which stresses loyalty and interpersonal
relationships. Chinese culture also emphasizes passive acceptance of fate by
seeking harmony with nature; inner experiences of meaning and feeling; stability and
harmony; close family ties; and tradition. 30 A recent study of advertising appeals used
in China found that advertising reflects these traditional Chinese cultural values. Chinese
advertisers tend to base their advertising strategies on creating liking for a product
through image and emotional appeals rather than information-laden ads. However,
the study also found subtle changes in appeals to cultural values used by advertisers,
particularly for ads targeting younger consumers. Youth and modernity appeals were
found to be prevalent, reflecting the westernization, as well as the modernization,
trend in China. 31 Marketing is just beginning to emerge in China, and advertising is a
relatively new social phenomenon, so it will be important for marketers to develop a
better understanding of Chinese cultural values and their implication for communications
strategy. 32
Religion is another aspect of culture that affects norms, values, and behaviors. For
example, in many Arab countries, advertisers must be aware of various taboos resulting
from conservative applications of the Islamic religion. Alcohol and pork cannot be
advertised. Human nudity is forbidden, as are pictures of anything sacred, such as
images of a cross or photographs of Mecca. The faces of women may not be shown in
photos, so cosmetics use drawings of women’s faces in ads. 33 In conservative Islamic
countries, many religious authorities are opposed to advertising on the grounds that it
promotes Western icons and culture and the associated non-Islamic consumerism. 34
Procter & Gamble recently took on tradition in Egypt by underwriting a new groundbreaking
TV talk show on feminine hygiene called “Frankly Speaking” that tackles
some of the most sensitive issues facing women in an Islamic country. The program
has the support of the Egyptian government, which has launched its own health education
drive. P&G does not promote its products during the show, but the program does
contain numerous commercials for its Always brand, which has 85 percent of the disposable
sanitary pad market in the country. 35
The Political/Legal Environment
The political and legal environment in a country is one of the most important factors
influencing the advertising and promotional programs of international marketers. Regulations
differ owing to economic and national sovereignty considerations, nationalistic
and cultural factors, and the goal of protecting consumers not only from false or
misleading advertising but, in some cases, from advertising in general. It is difficult to
generalize about advertising regulation at the international level, since some countries
are increasing government control of advertising while others are decreasing it. Government
regulations and restrictions can affect various aspects of a company’s advertising
program, including:
• The types of products that may be advertised.
• The content or creative approach that may be used.
• The media that all advertisers (or different classes of advertisers) are permitted to
employ.