Culture affecting advertisement. Comparing advertising between Finland and Nigeria
Osuala, Chihurumnanya (2022)
Avaa tiedosto
Lataukset:
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120125446
https://urn.fi/URN:NBN:fi:amk-2022120125446
Tiivistelmä
Advertisement is communication and that’s why culture affects it a lot. It’s important to adapt advertisements to the culture of the target market to be effective. Different countries can use different channels for advertising. For companies to gain visibility it is important to find the most effective channels.
The objective of this thesis is to compare advertisements in Finland and Nigeria and how culture affects advertisements. The focus was on what is advertised, which channels are used and how the products are advertised. The aim of this thesis is to find out how much culture affects advertising.
Hofstede´s six dimensions theory and Edward T Hall´s context theory were used as background theory for this thesis along with various sources. Background information about advertising in general and especially from the target countries is presented.
This thesis is qualitative research that focuses on the differences in advertising based on culture. Observation is being used as a research method for this thesis. The thesis goes through advertisement styles used in Finland and Nigeria and how different cultures affect the advertisements shown. The thesis contains images from outdoor advertisements and magazine advertisements to demonstrate the advertisements. Finland and Nigeria were chosen due to the background of the author and the contrast in the cultures.
Out of home advertisements were the most used in Nigeria. In Finland it was online advertisements. Alcohol was advertised most in Nigeria while food products were most advertised in Finland.
Most money spent on advertising in Finland was on online adverts. In Nigeria the highest spending in adverts were out of home advertisements. culture differences show in clothes worn in adverts, people in the adverts and products being advertised.
The objective of this thesis is to compare advertisements in Finland and Nigeria and how culture affects advertisements. The focus was on what is advertised, which channels are used and how the products are advertised. The aim of this thesis is to find out how much culture affects advertising.
Hofstede´s six dimensions theory and Edward T Hall´s context theory were used as background theory for this thesis along with various sources. Background information about advertising in general and especially from the target countries is presented.
This thesis is qualitative research that focuses on the differences in advertising based on culture. Observation is being used as a research method for this thesis. The thesis goes through advertisement styles used in Finland and Nigeria and how different cultures affect the advertisements shown. The thesis contains images from outdoor advertisements and magazine advertisements to demonstrate the advertisements. Finland and Nigeria were chosen due to the background of the author and the contrast in the cultures.
Out of home advertisements were the most used in Nigeria. In Finland it was online advertisements. Alcohol was advertised most in Nigeria while food products were most advertised in Finland.
Most money spent on advertising in Finland was on online adverts. In Nigeria the highest spending in adverts were out of home advertisements. culture differences show in clothes worn in adverts, people in the adverts and products being advertised.