Comments on: International Advertisements or Localised Advertisements?

By: Vivienne Quek

Vivienne Quek — Sun, 25 Sep 2011 15:08:19 +0000

Asia comprises many countries with their distinct history and culture. It might take the western ad agencies’ some effort to find out what works in Japan will not work in China, or what works in Thailand may not work in Singapore. It is a case of “so near yet so far”.

By: RAYMOND

RAYMOND — Sun, 25 Sep 2011 06:25:45 +0000

“I completely agree with you. It is very important to look into the cultural implications before starting an advertising campaign. This is because every country has its own set of cultural beliefs and perceptions. I am really glad that you brought up this point.”

Such a true statement John. I have a background in global advertising and it mystifies me how often a global company will believe their advertising message can be completely universal across cultures – it is simply not possible you have to understand a country and culture to make sure your message fits and resonates..

By: Vivienne Quek

Vivienne Quek — Tue, 09 Aug 2011 14:23:35 +0000

Hi John – Seen too many advertisers keen to save money by using an overseas ad that has little relevance to our society. Penny wise pound foolish scenario.

By: John Salvador

John Salvador — Tue, 09 Aug 2011 07:38:49 +0000

I completely agree with you. It is very important to look into the cultural implications before starting an advertising campaign. This is because every country has its own set of cultural beliefs and perceptions. I am really glad that you brought up this point.

By: Vivienne Quek

Vivienne Quek — Mon, 03 Dec 2007 02:46:47 +0000

Haha, Walter, sadly I have to agree with you on “Anything which requires too much mental calisthenics may win Creative Circle Awards but stink at raising sales.”.

By: Walter

Walter — Sun, 02 Dec 2007 01:39:19 +0000

I think that cultural consciousness is an important trait in all aspects of marketing, not just in advertising alone, although the most visible gaffes usually take place there! The art and science of selling for example is vastly different in a western setting compared to the east.

Different cultures also have different contexts. For example, the Japanese are usually far less direct than say the Americans. Here in Singapore, I find that we tend to take things very literally and this is why most of our advertising is rather in your face and hardsell. Anything which requires too much mental calisthenics may win Creative Circle Awards but stink at raising sales.

By: Vivienne Quek

Vivienne Quek — Wed, 28 Nov 2007 05:47:32 +0000

Hi Bokjae and Solomon
Both of you are on spot. This is why communication is so important. We don’t want to say one thing and have others hear another thing.

By: Solomon

Solomon — Wed, 28 Nov 2007 05:12:25 +0000

Vivienne, Hi!

This is one great post! It’s a good example to research on the culture and legends of a land. We need to take care to know about them.
Thanks & Regards
Solomon

By: bokjae

bokjae — Wed, 28 Nov 2007 02:33:41 +0000

This is a relevent post for today! Even in the preaching of the Gospel, churches need to find a cultural key to present the message that the local folks can grasp and understand!