The effect that TV Adverts have on culture
Although advertising is one of the best ways to attract new clients, the cultural differences in advertising can damage your results.
On the one hand, TV Adverts nowadays allow businesses to provide information about their goods, and why they need them. Which allows consumers to freely pick what to buy.
On the other hand, we have that when we combine advertising with society and culture, the picture isn’t so attractive. And here in this blog, we will tell you which are the ups and downs of having cultural differences in tv advertising, and how it affects society.
How advertisement affects: companies
With the rise of globalisation in the past few decades, multinational companies (MNCs), must consider where are they present and how this impacts their marketing strategy.
Are they neighbouring nations with comparable cultures and values? Therefore, companies will be able to employ similar strategies for both of them.
The issue arises when these markets have different cultures and values, so all of the marketing efforts that firms do is more complex now. For a company to enter a new market, it should consider its language and religion. As it can have a significant impact on the degree of adaption and standardisation of the tv adverts.
So we as a professional video production company have to have in mind loads of things when producing a TV Advert. We must adapt it for the different areas where it is going to be broadcasted.
So that’s why you will need to adapt your TV Advert strategy, as well as its innovation and execution, to accommodate the many cultures that exist in different nations. This is critical to increasing the message’s efficacy and avoiding embarrassing blunders that might reflect adversely on your organisation, which no one wants, right?
As a result, regional advertising appears to be the ideal alternative, because that way companies only use one advertising strategy for a few nations or areas that have some similarities.
Moreover, you will even have to change the delivery method of your TV Advert depending on the location.
How advertisement affects: society
TV advertisements are more than just promotional tools; they are agents of societal influence. Beyond their role in promoting products, they play a significant part in shaping societal values and behaviours. While it’s clear that advertising increases market share, it also increases market size, leading to societal consequences. People save less, borrow more, and work longer hours to consume more material goods—a phenomenon known as materialism. s stated in The Compass report called “The Advertising Effect”.
Moreover, it has a major impact on values as well. Because the average individual sees hundreds of advertising every day, values or actions might become “normalised,” for better or worse. Nivea’s advertising for men’s cosmetics are an excellent example of this. The company pushed so hard on this series of advertisements that it became socially acceptable for males to use these goods.
However, all these hundreds of ads that people see everyday have one thing in common, they are idealised. Meaning that whatever happens in the ad is not as it would happen in real life. In these advertisements, everything is cooler, sexier and richer. You just have to watch cologne and car tv adverts to notice that.
Cultural Sensitivity in Advertising
The practice of cultural sensitivity in advertising goes beyond mere adaptation. It involves a deep understanding of the values, beliefs, and traditions of a particular culture, and an effort to integrate these elements seamlessly into advertising campaigns. However, it’s not just about adapting for the sake of it; it’s about conveying authenticity and respecting the integrity of the culture being represented.
Cultural appropriation is an issue that often arises in advertising. Brands must be cautious not to appropriate elements of another culture for commercial gain without understanding or respecting their significance. Cultural appropriation can lead to backlash, damage brand reputation, and even incur legal action in some cases. It’s vital for advertisers to be aware of the fine line between appreciation and appropriation.
Creating Ethical and Culturally Sensitive Advertising
Ethical advertising doesn’t merely revolve around conforming to societal norms and values; it means actively participating in building a fairer and more inclusive society. Advertisers can be a powerful force for positive change, challenging outdated beliefs, promoting diversity, and encouraging sustainable living.
Creating culturally sensitive and ethical advertising campaigns involves several key principles:
- Research: In-depth research into the culture, values, and beliefs of the target audience is the foundation of culturally sensitive advertising. Advertisers must strive to understand the nuances of the culture they are addressing.
- Consultation: Consulting with experts from the target culture can provide valuable insights and guidance in creating campaigns that resonate with authenticity.
- Authentic Representation: Avoid cultural appropriation and misrepresentation. Aim for an authentic portrayal of the culture in question, respecting its history and significance.
- Social Responsibility: Acknowledge the societal impact of advertising and commit to promoting positive values and behaviours. Brands can use their influence to advocate for environmental sustainability, social justice, and inclusivity.
- Transparency: Be transparent about the intentions and goals of advertising campaigns. If a campaign is intended to challenge stereotypes or promote a cause, communicate this clearly to the audience.
If we are not cautious, the cultural differences in advertising have the potential to negatively impact on mental health. As well as to offend minority populations. Culture suggests something, and advertising pushes it; whether the objective is worthwhile or not is irrelevant. A television commercial is more than just telling a story and shooting and editing a video; it is critical to consider a hundred thousand and one factors while developing a television ad.
Contact Impress Video now
If you would like to do a TV Advert with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video production for businesses, the ones that impress. Don’t hesitate to contact us here!
