MARKETING & ADVERTISING ACROSS DIFFERENT CULTURES

I. Instructions: Watch the following commercials and write 2 similarities and 2

differences regarding the advertisement characteristics and features.

European advertisements:
1. France: https://www.adforum.com/creative-work/best-of/13330/best-ads-of-
france/play#34542341
2. Italy: https://www.youtube.com/watch?v=rNV-8u5njK8
3. The UK: https://www.youtube.com/watch?
time_continue=66&v=_6jl5RoyMek&feature=emb_logo
https://www.youtube.com/watch?v=DaP9sN67QKI

Asian advertisements:
4. Japanese: https://www.youtube.com/watch?v=o8CQSoFLHIQ
5. India: https://www.youtube.com/watch?v=jyBkMCcHmaA
6. Chinese: https://www.youtube.com/watch?v=VFMqd3xfIXA

North American advertisements:

7. Canadian: https://www.youtube.com/watch?v=o_8HDmQsMM8
8. American: https://www.youtube.com/watch?v=OQmhLOFbRQw

Advertisements Similarities Differences

European try to capture the customer's the way they handle the
attention, through a theme that is commercial, since one of
familiar to us. Creating an interest
the Uk commercials,
in us handles a style that can
create controversy in
Something that the European other European
commercials share is that they are countries
usually accompanied by music
throughout the commercial, even The commercial for Italy
the message is transmitted has something to
through the song highlight and that is that
it can skew the
population since the
video is within the sky
alluding to Christianit

Asian US commercials often use parts of Unlike Chinese and

successful movies to put in their Japanese commercials,
commercials Indian commercials are
more serious and with
 MARKETING & ADVERTISING ACROSS DIFFERENT CULTURES

in China and Japan they usually few special effects.

have commercials with action
scenes to captivate the viewer
Chinese and Japanese
commercials use women
to capture the
customer's attention,
while in Indian
commercials women are
only part of this as a
character

North American Both countries in their The Canadian

commercials tend to have famous
people in their commercials to
capture the customer's attention
faster.
US commercials often use parts of
successful movies to put in their US commercials often
commercials
commercial, unlike the
US, talks about the many
values and good
attitudes that a person
born in this country has.
use parts of successful
movies to put in their
commercials

II. Instructions: Watch the following commercials and write the characteristics, features
and values in the table below.

Budweiser commercials:
1. https://www.youtube.com/watch?v=TPKgC8KPBMg (USA)

2. https://www.youtube.com/watch?v=E3bMUeC-wRw (China)

3. https://www.youtube.com/watch?v=syxbw4R5oKE (Colombia)

Country Commercial characteristics, features and values.

The USA This commercial highlights the value of friendship and
companionship as the horses helped the dog when he
 MARKETING & ADVERTISING ACROSS DIFFERENT CULTURES

needed it most

China This commercial highlights the value of friendship and

companionship as the horses helped the dog when he
needed it most

Colombia
This commercial is more of a party. It does not express a
value as such, rather it invites us to celebrate the activities
together with the product they want to sell