As globalization prevails, many companies venture into different countries which create high complexity for marketing as the culture elements are deeply embedded in consumer behavioural, and can cause significant misconception on the brands. A comparative analysis between Pepsi’s TV advertisements in China and the US will help to demonstrate both the differences and similarities of marketing presentation and examine the effectiveness of the market communication. By applying Hofstede’s framework on dimensions of cultural variability, these two ads reflect fundamentally different cultures and further prove the importance of tailoring the marketing strategy accordingly to fit the culture.
The Chinese Pepsi ad depicts a story that a young man (starred by famous Taiwanese actor Vic Chou) cannot celebrate the Chinese New Year with his parents because of his work. After saying goodbye to his family, the young man discovers the Pepsi in his luggage with written words from his dad at the airport. Due to the cancellation of his flight, he goes home with his colleagues and celebrates the holiday together with his family. Unlike the Chinese ad, the American “Live …show more content…
In contrast, the Chinese New Year tradition has been around for hundreds of years. It is deeply rooted in the Chinese culture which represents a pragmatic value that everything in the present is in preparation for the future. This idea also overlaps with the harmonistic pursuit of the future. Lastly, the idea of free gratification of basic and natural human desires can be seen when Beyoncé is enjoying the refreshing Pepsi at the break. It essentially encourages the audience to indulge themselves. However, in a more conservative society like China, it is frown upon that one will break the discipline and indulge oneself. Even when the indulgence is allowed, it is often in the social setting with a group of
The Chinese Pepsi ad depicts a story that a young man (starred by famous Taiwanese actor Vic Chou) cannot celebrate the Chinese New Year with his parents because of his work. After saying goodbye to his family, the young man discovers the Pepsi in his luggage with written words from his dad at the airport. Due to the cancellation of his flight, he goes home with his colleagues and celebrates the holiday together with his family. Unlike the Chinese ad, the American “Live …show more content…
In contrast, the Chinese New Year tradition has been around for hundreds of years. It is deeply rooted in the Chinese culture which represents a pragmatic value that everything in the present is in preparation for the future. This idea also overlaps with the harmonistic pursuit of the future. Lastly, the idea of free gratification of basic and natural human desires can be seen when Beyoncé is enjoying the refreshing Pepsi at the break. It essentially encourages the audience to indulge themselves. However, in a more conservative society like China, it is frown upon that one will break the discipline and indulge oneself. Even when the indulgence is allowed, it is often in the social setting with a group of