Difference Between Pepsi And China Advertising

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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
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The “Live for now” ad uses a clear verbal message at the end to communicate explicitly to the audience. By comparison, the Chinese ad chooses to convey the brand through the manipulation of the product name and constructing a typical story around the holiday. More specifically, the name of Pepsi in Chinese is translated as “100 moments of happiness”. More importantly, this will require the audience to understand the context, the tradition and the values of the Chinese society. Even though America tends to be a low context society, this particularly ad has a discontinuity in the presentation, which it requires the audience to understand the context of Beyoncé’s performance. But the slogan at the end is an explicit message that can be understood without context. Therefore, it is not coherent to the audience and it is not a typical representative of the low context

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