By Katherine Toland Frith

[I]Advertising and Societies: international concerns [/I] presents a world viewpoint at the perform of advertisements whereas studying the various moral and social ramifications of advertisements in international societies. It illustrates how matters comparable to the illustration of ladies and minorities in advertisements, advertisements and kids, and ads within the electronic period have relevance to a much broader worldwide group. This ebook offers students and practitioners with a entire evaluate of the literature on ads and society and makes use of sensible examples from foreign media to rfile how international ads and worldwide client tradition function, making it an crucial learn software and important for lecture room use.

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Extra resources for Advertising and Societies: Global Issues (Digital Formations, Vol. 14)

Sample text

One of the five harmonies of Confucian philosophy, the division of the sexes, affects relationships, even today, between men and women. Public embracing and kissing, winking at others, or engaging in intimate touch is regarded as uncivil in many parts of Asia. This orientation is reflected in Korean advertising. Kim (1992) found that models in Korean messages were significantly less likely than American models to portray any type of bodily contact and intimate contact between Korean models was almost nonexistent.

Individuals tend to obey the recommendations of authority figures such as parents, teachers, or bosses. Dependency is also an element of hierarchical relationships between and among people. The nine countries with the highest Frith: Advertising and Societies 42 page 42 Advertising and Societies PDI are the Philippines, Mexico, Venezuela, India, Singapore, Brazil, Hong Kong, France, and Columbia (Hofstede, 1980). In cultures ranking lower on the Power Distance Index, such as the United States, authority has a negative connotation.

Hall explains that “a high context communication or message is one in which most of the information is already in the person, while very little is in the coded, explicit, transmitted part of the message. A low context communication is vested in the explicit code” (Hall, 1976, p. 177). Cultures are typically not perceived as either high or low context, but, as the diagram shows, are arranged along a continuum. Note that this continuum should not give the impression of equal intervals. The differences between communication styles in high- versus lowcontext cultures have direct implications for advertisers.

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