Analyzing the challenges of advertising in culturally polarizing countries: Brazil and Finland comparison
Villa O'Dogherty, Gabino (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060117247
https://urn.fi/URN:NBN:fi:amk-2023060117247
Tiivistelmä
Advertisement is essentially the methodology in which organizations distribute messages to their target audiences. Communication is a key component of advertising. Communication entails all the factors in which a message is being distributed. Its relevance lies in the fact that messages are transmitted differently amongst cultures. Therefore, this represents a challenge to advertisers seeking to transmit their message in foreign cultures where messages are perceived differently.
The objective of this thesis is to reveal the core differences between culturally polarizing countries. Providing recommendations on how to approach a culturally polarizing market. It is well understood the relevancy of culture in advertisement. Nevertheless, it is important to broaden the conversation regarding cultural context in advertisement. This will aid organizations to approach foreign markets in the most conscious way.
The approach of this research was qualitative based. An analysis of various authors and research represent the foundation of the results. Consequently, the research focus lied in the analysis of research collection from relevant authors in culture and advertisement.
This thesis was primarily focused on the cultural context theory by the author Geert Hofstede. This theory is used as reference by various authors in the subject. This theory provides a framework of reference from various cultures. The framework provides the possibility to compare cultures measuring their characteristics. Throughout this dissertation, a study case was carried out comparing Brazil and Finland. These countries are culturally contrasting and served as a fitting comparison for the research.
Complementary to the qualitative research, quantitative research was conducted. The quantitative chapter of the research is achieved in the form of surveys. Surveys were carried out to business students from both study countries. The expectation from the quantitative research was to provide feedback from the analysis developed previously in the qualitative section of the research. In essence, to obtain the perception of members of both countries regarding their own culture and advertisement.
Cultural context affects advertisements in various components of the communication process. Nevertheless, various factors should be considered for each specific situation at hand. Thus, the proper due diligence will lead to a optimal outcome.
The objective of this thesis is to reveal the core differences between culturally polarizing countries. Providing recommendations on how to approach a culturally polarizing market. It is well understood the relevancy of culture in advertisement. Nevertheless, it is important to broaden the conversation regarding cultural context in advertisement. This will aid organizations to approach foreign markets in the most conscious way.
The approach of this research was qualitative based. An analysis of various authors and research represent the foundation of the results. Consequently, the research focus lied in the analysis of research collection from relevant authors in culture and advertisement.
This thesis was primarily focused on the cultural context theory by the author Geert Hofstede. This theory is used as reference by various authors in the subject. This theory provides a framework of reference from various cultures. The framework provides the possibility to compare cultures measuring their characteristics. Throughout this dissertation, a study case was carried out comparing Brazil and Finland. These countries are culturally contrasting and served as a fitting comparison for the research.
Complementary to the qualitative research, quantitative research was conducted. The quantitative chapter of the research is achieved in the form of surveys. Surveys were carried out to business students from both study countries. The expectation from the quantitative research was to provide feedback from the analysis developed previously in the qualitative section of the research. In essence, to obtain the perception of members of both countries regarding their own culture and advertisement.
Cultural context affects advertisements in various components of the communication process. Nevertheless, various factors should be considered for each specific situation at hand. Thus, the proper due diligence will lead to a optimal outcome.