Comments on: International Advertisements or Localised Advertisements?

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!