Cross Cultural Communication

Analysis of advertisements on basis of Hofstede’s and Hall &

Hall’s dimensions.
 INTRODUCTION

• Marketing practitioners and academics considered standardized

approaches to market and advertise their brands globally.

• But later on some studies proved that the standardization of

advertising across culture is not valid or practical.

• Cross cultural advertising takes local culture into account when

conveying messages in advertisements.
• Cross cultural advertising is simply about using common sense and
analyzing how the different elements of an advertising campaign are
impacted by culture and modifying them to best speak to the target
audience.

• Cross cultural solutions are applied in areas such as language,

communication style, images and cultural values.
CULTURAL DIMENSIONS
• LG Electronics Inc. stands for Lucky Goldstar. It is a multinational electronics
company based in South Korea and its headquarters is in Yeouido, Soeol, South
Korea. It manufactures a wide range of electronic products, telecom products and
chemicals.

• , Comprises four business units: Home Entertainment, Mobile Communications,

Home Appliances & Air Solutions, and Vehicle Components, with Starion India as
its main production vendor for refrigeration and washing machines in the Indian
sub-continent.

• 128 operations worldwide, employing 83,000 people.

• Slogans:
• "We put people first" (1997–1999)
• "Digitally Yours" (1999–2004)
• "Life's Good" (1999–present in Australia and 2004-present in the rest of the
world)
INDIA VS UNITED STATES
https://www.youtube.com/watch?v=O8jHf6cwWB0
Power Distance
Collectivism over Individualism
Femininity Vs Masculinity
Restraint Vs Indulgence
High Context
Low Territoriality

https://www.youtube.com/watch?v=CGNKn_tBZ-M
Individualism over Collectivism
Uncertainty Avoidance
Low Context
High Territoriality

https://www.youtube.com/watch?v=7TM0ue4wj3g&t=3s
Power Distance
Restraint Vs Indulgence
High Territoriality
Thank You!

Presented By:
Anjum Malik
Iflah Imtiyaz