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70 Cards in this Set
- Front
- Back
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Why is culture difficult to understand?
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- Culture functions at a conscious to sub-conscious level
- Raymond Williams: "Culture is one of the two or three most complicated words in the English language." |
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Define culture (1)
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Complex whole, which includes knowledge, beliefs, art, morals, law, custom and any other capabilities and habits acquired by individuals as a member of society
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Define culture (2)
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Learned, shared, compelling, interrelated set of symbols whose meaning provides a set of orientations for members of society
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Define culture (3)
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Shifting tensions between the shared and unshared
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Define culture (4)
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Control mechanisms--plans, recipes, rules, instructions--for the governing of behavior
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What are the four commonalities of culture?
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- Culture is learned, not inhereted
- It takes place everywhere - Shared by members or groups to different degrees (variations exist at many levels) - Culture is fluid |
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How did Kluckhohn and Strodtbeck classify culture?
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Perspectives on:
- Human nature - Human-nature relationship - Human relationships - Preferred personality - Time orientation |
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Classification 1: Human Nature
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- Basically good (Buddhism, Confucianism)
- Mixture of good and evil - Basically evil |
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Classification 2: Human-nature Relationship
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- Humans dominate
- Nature dominates - Harmony exists |
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Classification 3: Human Relationships
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- Individualism (European Americans)
- Group-orientation (Central & South America, Asia, Arab societies) - Collateral (emphasis on collectivist connection) |
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Classification 4: Preferred Personality
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- "Doing" - stress on action
- "Being"- stress on who you are; self-actualization - "Growing" - stress on spiritual growth |
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Classification 5: Time Orientation
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- Future-oriented
- Past-oriented (knowledge of history and traditions contributing to contemporary life) - Present-oriented |
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What is cultural universalism?
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Belief that people around the globe have the same needs, aspirations and mental
make-up |
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Why is cultural univeralism a myth?
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- Selective perception and retention
- Stereotyping - Thinking and intellectual patterns |
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Why Universalism is a Myth 1: Selective Perception and Retention
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- People focus on certain features of their environment and exclude others
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Seven examples of selective perception and retention
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- We see what we want to see
- We perceive what we expect - We don't see what we cannot see - We get confused when things are different than expected and draw wrong conclusions - Memory is reorganized in the brain to the schema we have - Retention is selective - Patterns of memory retrieval when given a stimulus depends on how we interpret the given stimulus |
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Why Universalism is a Myth 2: Stereotyping
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- Mentally placing people in categories
- Functional: acceptance as a natural process to guide expectations - Dysfunctional: usage to judge individuals; seeing individuals only as part of a group - Related to country-of-origin effect and cultural sensitivity issues |
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Why Universalism is a Myth 3: Thinking and Intellectual Patterns
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- More than one way of logical thinking
- Different cultures apply different ways of gathering and weighing evidence - Different cultures present viewpoints differently - Different cultures reach conclusions their own way |
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What are the three basic types of signs?
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- Icons: signs that bear resemblance to its object (diagrams, airport signs)
- Index: sign with direct existential connection to object (smoke is an index of fire) - Symbol: sign whose object connection is a matter of convention or rule) |
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In what ways can we view the language-culture relationship?
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- Language is an expression of culture
- Language influences culture |
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What does language reflect?
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- Manifestations of culture
- Expressions of culture - Values of culture |
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What do we call the study of signs and symbols?
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Semiotics
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Define imagery. What is it based on?
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- Use of pictures and symbols as a way of conveying meaning
- Based on pictoral convention |
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How is culture reflected through music?
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- Although many types of music have proved able to travel, cultures tend to have their own rhythm
- Music is inseparable from their lives and songs represent an important part of their identity |
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Why do we analyze culture?
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- Avoid objections from other cultures to our own ideas by finding similarities
- Understanding and classifying cultural differences requires specifics within culture - Similarities can then be found by making generalizations - Can be used as an instrument to make comparisons between cultures - May even organize cultures into a cluster of cultures according to behavioral characteristics |
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Define ethnocentrism
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Tendency to think that the home-coutnry people are superior to people of other countries
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What are two ways of looking at culture?
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- EMIC (specific, focusing on behavior of one culture)
- ETIC (general, using external criteria to describe and compare behavior of different cultures) |
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How does Hall explain cultural context?
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- Low context: verbal, explicit, direct advertising, use of facts and figures
- High context: non-verbal communication, implicit, indirect advertising, use of symbols |
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What are Hofstede's cultural dimensions? And how did they start?
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- Index of dimensions measured on a scale from 0 to 100
- Data originally collected by IBM to understand work-related values and why some methods of motivation didn't work in other countries - |
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What are the five dimensions?
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- Individualism - Collectivism
- Power- Distance - Long-Term Orientation - Short-Term Orientation - Uncertainty Avoidance - Masculinity - Femininity |
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What's the Power Distance Index (PDI)?
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-Extent to which people tolerate unequal distributions of power within organizations and within a society
- Influences the way people accept and give authority - Degree of power tends to decrease as education increases |
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What's the Masculinity - Femininity Index?
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- Masculine societies: achievement, assertiveness, dominance, success, competition
- Feminine societies: modesty, caring for others and the quality of life |
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What's the Individualism - Collectivism Index?
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- Individualism: people looking after themselves and immediate family; individuality and individual rights are paramount in society
- Collectivism: people belonging to in-groups that look after them in exchange for loyalty; social ties are tighter |
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What is the Uncertainty Avoidance Index?
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Extent to which people feel threatened by uncertainty and ambiguity and try to avoid these situations
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What is Long-Term/Short-Term Organization?
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Extent to which society exhibits a pragmatic, "in with the new" perspective rather than a conventional, traditional or historical point of view
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What defines LTO cultures?
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- Prescribing values of long term commitment and respect for tradition
- Tend to look to the past for inspiration |
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What defines STO cultures?
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- Focus on pursuit of happiness
- Reciprocation of gifts and favors - Change can occur more rapidly |
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Describe the U.S.A. in terms of Hofstede's and Hall's dimensions
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- Low-context
- Below average PDI - Weak UAI - High masculinity - STO - High IDV |
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What are the different dimensions of time?
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- Monochronic vs. Polychronic
- Linear vs. Circular - Cause and Effect - Closure and Healing - Long-Term vs. Short-Term Thinking |
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What are the characteristics of societies that operate on M-time?
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- Tend to do one thing at a time
- Organized and methodical - Low-context - U.S., Germany, Switzerland |
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What are the characteristics of those cultures that run on P-time?
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- Tend to do things simultaneously
-High-context - Latin America, Middle East |
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Define linear time
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Time which can be conceived as a line of sequential events
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Define circular events
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Time can be seen as cyclical and repetitive, moving in seasons and rhythms
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What are the aspects of the cause and effect paradigm?
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- Things don't just happen; something makes them happen
- Symbolic and mystical explanations are not accepted - Things must be concrete and measureable - Typically American |
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What does closure mean?
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A task must be completed. Otherwise, it is perceived as wasted.
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What does "time heals" mean?
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Things that happened before those now living were born are not head against those who are currently living
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Talk about long-term and short-term thinking
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- Short-term thinking: one can make up his or her mind quickly and things happen rapidly
- Long-term thinking- one may take a long time to make up his or her mind and a lag of time exists bewteen decision and related action |
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What are the six multinational agency groups?
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- Omnicon Group
- WPP Group - Interpublic Group - Publicis Group - Dentsu - Havas |
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What is the centralization approach?
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- Agency HW handles strategic planning, creative guidelines, media strategy and regional media buying
- Favoring factors: economy of scale, synergy, brand consistency - Belief: consumers have the same basic needs and desires; highly correlated with standardization |
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What are the benefits of the centralization approach?
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- Allows a single brand strategy, which allows for less confusion
- Reduces the cost of production - Offers tremendous savings in media costs by use of international media |
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What is the main consequence of the centralization approach?
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It negatively affects the agency's capability of pushing new, innovative ideas
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Talk about the decentralization approach
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- Local products with conutry-specific insights
- Strategy and legal requirements (OTC products, regulation) - Trend is that the HQ manages only the global brand equity - Too many variations to cover from single global execution - Different market, different audience |
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What are the favoring facotrs of the decentralization approach?
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- Proximity to the market
- Flexibility - Cultural sensitivity - Faster response time |
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What's the main belief of the decentralization approach?
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"There is no multinational consumer. Consumers respond best to ideas that fully march and relate to their needs and values."
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What are the two hybrid approaches?
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Regcal and glocal
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What is the regcal approach?
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- Centralized decision process + regional approach
- Basic ad strategy, general creative, and media approaches are provided to each subsidiary - Local managers are then free to select their own media and modify copy, visuals, or other elements of the message to meet regional needs |
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What is the glocal approach?
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- Decentralized decision process + standardized approach
-HQ develops a global campaign, which local offices may or may not choose to follow - Most decisions are determined by local subsidiaries or distributors |
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What kinds of products are suitable for standardization?
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- Products for which audience are essentially similar (global youth, affluent consumers, global business travelers)
- Products that can be promoted via image (liquor, soft drink, perfumes, clothing, etc.) - High-tech products, which are not steeped in the cultural heritage of a particular country - Products with country-of-origin effect |
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What appeals are universal?
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- Basic everyday themes (hunger, trist, affection, motherhood, pride, jealousy)
- The made-in cpncept (country-of-origin) - Product demonstrations - Heroes - Lifestyle concepts (funerals, marriages, etc.) |
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What appeals are culture-bound?
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- Sex appeals
- Individuality - Comaprative advertising - Role of women - Humor - Opinions and attitudes |
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What are the seven classifications of advertising?
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- Announcement
- Association Transfer - Lesson - Drama - Pure Entertainment - Imagination - Special Effecfts |
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What are the characteristics of the announcement ad?
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- Presentation of facts, no use of people
- Pure display: product's appearance; culture-free - Product message: presentation of product attribute - Corporate presentation |
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What are the characteristics of the association transfer ad?
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- Product is combined with another object, person, situation or environment
- Lifestyle: transfer association with people - Metaphor - Metonymy: transfer meaning of the original object to the brand - Celebrity transfer: associating a product with a celebrity |
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What are the characteristics of the lesson(s) ad?
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- Direct communication presentations of facts and arguments that are meant to lecture the audience
- Presenter (ex. Billy Mays) - Endorsement and testimonial - Demonstration - Comparison - How to... |
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What are the characteristics of the drama ad?
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- Entails the interplay between two or more people; most frequently used technique
- Slice-of-life: Dramatized dialogue dealing with everyday events and "true-to-life" situation - Problem-solution: related to cause-effect thinking - VIgnettes: series of independent sketches or visual situations with no continuity of action - Theater: not "true to life"; unusual stories |
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What are the characteristics of the entertainment ad?
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- Indirect; can be in the form of musicals, shows, comedies, slapstich humor, horror or satire
- Play or act around the product |
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What are the characteristics of the imagination ad?
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- Often used for children's products
- Cover cartoons or film and video techniques that depict events experienced as non-realistic |
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What are the characteristics of the special effects ad?
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Covers all sorts of artistic elements, animation, cartoons, camera effects, recording and vhdeo techniques, music and tunes
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What does it mean to say that the U.S. is a "melting pot"?
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- Assimilation: process whereby persons outside the mainstream culture reject their previous culture to "melt" or blend in to the American mainstream culture
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What does it mean to say that the U.S. is a "salad bowl"?
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- Acculturation: process whereby persons outside American society learn about American culture
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