How Advertising Reflect Culture and Values: A Qualitative Analysis Study

Abokhoza, Reneh; Hamdalla, Sherehan

doi:10.31620/jccc.12.19/12

Cited by 4 publications

(1 citation statement)

References 3 publications

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“…It is clear that cultural values always exist in advertising. In a qualitative analysis study by Abokhoza et al (2019), which compared Pepsi's ads in Egypt and Pepsi's ads in Saudi Arabia, the findings showed that whether expressed explicitly or implicitly, most ad creators put cultural values first because advertising has both positive and negative influences on customers' life relying on the messages which reflect these values. This showed respect and preservation of their country's culture and helped introduce those spiritual values to other countries around the world.…”

Section: Introductionmentioning

confidence: 99%

Visual Communication: Exploring Representations of Vietnamese Culture in Advertising

Luong¹,

Huynh

Nguyen

2023

ictep

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Visual communication has received much attention from studies in the field of foreign language education. In the Vietnamese context, however, little research has been conducted to explore the meanings of Vietnamese cultural aspects in visual advertising. To fill such a gap, this article investigated visual meanings of Vietnamese cultural values represented in visual elements of common advertising in the Vietnamese market. The data were firstly selected from various logos and images of popular brands in the Vietnamese market and then interpreted based on the Iceberg Model for Interpreting Vietnamese Images (IMIVI framework) (Huynh, 2022). The results revealed the selected advertisements carried core Vietnamese cultural values in terms of visible and invisible elements. Specifically, culturally specific images such as flowers, animals, and traditional clothing were identified as visible factors. Buddhist, Confucian, and Taoist values were found as invisible factors in selected images of popular advertisements in the Vietnamese context. Findings reported this article might be helpful for research in visual communication, multimodality, and foreign language education. The outcomes of this article are also interesting for cultural studies, especially for the roles of culture in commercial advertising, intercultural communication, and foreign language education.

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Section: Introductionmentioning

confidence: 99%

Visual Communication: Exploring Representations of Vietnamese Culture in Advertising

Luong¹,

Huynh

Nguyen

2023

ictep

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Ad Campaigns for Change: Gen Z’s Attitudinal Responses to Pro-Female Advertisements

Goswami,

Angel

2024

ShodhKosh J. Vis. Per. Arts

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Advertising is a potent tool for shaping societal perspectives. India has witnessed a significant transition from traditional gender stereotypes to pro-female approach in advertising in recent years. These advertisements advocating gender equality possess the potential to capture consumers by emphasising the vital role of women across diverse life domains.While television commercials are primarily meant to promote products, they increasingly portray progressive images of women and convey messages that foster liberal perceptions and acceptance of gender equality. Such representations can influence social and psychological perceptions and consumers' brand preferences. This growing affinity for gender equality, reflected in these advertisements, contributes to the broader acceptance of these principles within society.Employing the snowball sampling technique for data collection, this study was initiated with a small group of participants in select capital cities of South Indian states, who then recruited additional individuals from their social networks to take part in the survey The research investigates the evolving attitudes of Generation Z towards pro-female advertising across the capital cities of five southern Indian states: Amaravati, Bengaluru, Chennai, Hyderabad, and Thiruvananthapuram. It evaluates shifts in attitudes and purchase intentions by employing Ostrom's ABC Model of Attitude (1969) to examine emotional, behavioural and cognitive changes resulting from exposure to pro-female advertising.

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The Alcohol Man: Portrayals of Men in Popular Ghanaian Alcoholic Beverage Advertisements

Akesse-Brempong,

Cudjoe

2023

AJC

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Gender portrayals in advertisements do not only sell products but they also perpetuate and propagate gender stereotypes as behavioral norms. This study examines the construct of masculinity in television advertisements of alcoholic beverages in Ghana. Relying on earlier scholarship and theoretical standpoints on gender and masculinity in mass media, coupled with a qualitative content analysis design, the study established that adverts of local alcoholic beverages constructed masculinity along the lines of amatory, camaraderie, heroism and aggression. The theme of amatory where men were portrayed in amorous gesticulations and as objects of sexual desire was the most dominant. The study concludes that elements of masculinity and hyper-masculinity are imminent in advertisement of local alcoholic beverages in Ghana and that advertisers deliberately embed these masculinity showings in these advertisements in order to stimulate demand for these products among the male gender. The study however recommends that the over-reliance on portrayals of masculinity in the advertisement of alcoholic beverages can adversely affect sales since women might not be intrigued about patronizing these beverages. Also, these portrayals could influence hyper-masculine tendencies among target market.

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How Advertising Reflect Culture and Values: A Qualitative Analysis Study

Cited by 4 publications

References 3 publications

Visual Communication: Exploring Representations of Vietnamese Culture in Advertising

Visual Communication: Exploring Representations of Vietnamese Culture in Advertising

Ad Campaigns for Change: Gen Z’s Attitudinal Responses to Pro-Female Advertisements

The Alcohol Man: Portrayals of Men in Popular Ghanaian Alcoholic Beverage Advertisements

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