White Paper:
Advertising Decoded: The Importance of Cultural Context
by Labbrand
Semiotic analysis is a tool for uncovering the meaning of symbols that can be used to find strengths and weaknesses of ad campaigns. This article demonstrates how cultural context changes the effect of advertising based on specific cultural codes.
Context
We have all heard stories of international companies’ local advertising campaigns gone horribly wrong. It can happen in China.
In order for advertising to be effective, it must convey the intended message, giving consideration to underlying cultural codes. Semiotics, the study of signs and symbols and their meaning, offers valuable tools for analyzing advertising to uncover strengths or weaknesses of ad campaigns. Semiotic analysis can be more effective than focus groups, as focus group participants can often tell you that they love or hate a certain ad, but they cannot tell you why.
Let’s take a recent global advertising campaign by Tommy Hilfiger as an example. Hilfiger promotes his cologne using the image of a rugged, handsome man driving a vintage motorcycle alone in the desert.
From a Western perspective, this image expresses individuality, independence, freedom, and adventure. The codes inspired by each image, or “sign”, in the advertisement are shown below:
In general, advertising can communicate either a solution narrative (i.e. buy our product and it will solve your problems), or an enhancement narrative (your life is already good, but if you use our product it will be that much better). The Tommy advertisement is an example of an enhancement narrative.
Now, let’s compare the message being conveyed in both the Western and the Chinese context.
* Motorcycle: Whereas in a Western context a motorcycle represents freedom, adventure, and speed, in a Chinese context it is considered dangerous, noisy, and low status.
* Open Landscape: For Westerners, the open landscape portrays independence and lifestyle enhancement. From the Chinese view, the countryside may be perceived as dirty and dusty.
As you can see, the codes present in the advertisement convey a very different message when translated into the Chinese context, and do not result in communicating the message of a self-confident, successful, and visionary man.
Such a man in Chinese culture would possess attributes like thoughtfulness, a sense of tradition, strong family values, an established social network, a successful career, and a personal sense of peacefulness and harmony.
So, in order to convey the intended message to Chinese male consumers, the following corresponding cultural codes could be used:
Other related considerations could include the cultural meaning of perfume and occasions of use for the Chinese consumer.
As you can see, advertising contains underlying codes, the meaning of which differs across cultural contexts. By conducting market research through semiotic analysis, companies can more effectively assess whether their advertising campaigns will be successful or not. In addition, for campaigns that have already been run, they can analyze why they were successes or failures in local markets such as China.
This content was provided by Labbrand. Visit their website at www.labbrand.com.
Other content shared by Labbrand
China market entry strategies – bypassing 1st tier cities
by Markus Scherer, Labbrand
A recent market research study focused on understanding the feasibility of a new vodka brand to enter the Chinese market by bypassing 1st tier markets. The study included focus groups, semiotic analysis and video ethnography. Learn insights from this case study by Labbrand. Read Article »
Market Research in China’s 2nd Tier Cities
by Labbrand
Experts on China have agreed the economy must change from an export-oriented to a consumer-oriented economy. This article discusses a study aimed at understanding 2nd tier markets that revealed insights on conducting research in less developed areas of China. Read Article »
High-end cosmetics trends in China
by Labbrand
The high-end cosmetics industry in China is at an earlier stage of development than Western equivalents. This article covers the main product trends in the Chinese cosmetics market, what beauty means in China, and applicable distribution channels and opportunities. Read Article »
Semiotic Analysis and China’s Bottled Water Market
by Nadege Depeux, Semiotician, Labbrand
Semiotic analysis can be used to develop effective packaging, to segment the market, or to identify potential areas for new product development. This article describes how semiotic analysis was used to conduct market research on bottled water brands in China. Read Article »
On Branding: Market and Consumers Insight
by Labbrand
This article covers an important dimension of holistic branding - markets and consumers - and explains why solid market research is a vital part of any successful branding strategy. Read Article »
Brands at Labbrand - Labbrand reveals the hidden dimensions of Brands
by Labbrand
This article reveals the different dimensions of interactions between a brand and its environment - the key to successful branding. Read Article »
Rethinking Focus Group As Concept Development Tool
by Labbrand
This article shares insights on using focus groups for testing new products or ideas, detailing the characteristics of a well-organized focus group. Highlights include cultural context for moderating focus groups with participants from Asian countries. Read Article »
Interactive Media: the New Golden Goose of Branding?
by Labbrand
A look at how interactive medias are changing not only the world of advertising, but also branding practices in general. Read Article »
Qualitative market research and Web2.0
by Markus Scherer, Labbrand
Web2.0 has enabled people to interact, publish, and connect on unprecedented levels. This paper gives an overview of Chinese social networking sites and reveals insights from a study of young bloggers. Read Article »
The Digital IQ of Prestige Brands in China
by Labbrand
The investment prestige brands make in their own digital competence could be a deciding factor in their ability to survive and thrive in China, and is likely to become increasingly important as the market matures. Read Article »
The Chinese Perspective on Organic / Natural Cosmetic Brands
by Labbrand
China consumption habits have started to move toward increasing maturity and sofistication. This is perceived as a tremendous opportunity for organic brands entering China and competition in this market is intensifying. Read Article »
Same Attribute, Different Expression: Applied Semiotics for Brand Differentiation
by Labbrand
What can brand managers do to stay ahead of the pack when it comes to product innovation, especially when they want to stay true to an attribute that is shared by other brands in the industry? Read Article »
Research with Minority Populations
by Labbrand
Ethnic minorities across the globe are becoming a growing economic force with immense buying power. How do brands tap into this increased demand? Read Article »
Being Smart about Mobile
by Labbrand
There has been much discussion globally in the past year or two on how important it is for brands to be present on mobile networks and applications. It is often said that brands need a “mobile strategy”. Rather, what is needed is a comprehensive and informed brand strategy. Read Article »
