Content Analysis of Bosch Advertisements According to Hofstede’s Cultural Dimensions

Görkem Bir

Makale detayları

Content Analysis of Bosch Advertisements According to Hofstede’s Cultural Dimensions

Yazarlar:

Görkem Bir

Yayıncı:

Selcuk University

Ana Başlıklar:

Radyo-Televizyon

Dergi:

Selçuk İletişim Vol.17 Issue 2, pp.288-313

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329617

pISSN:

2148-2942

Anahtar kelimeler:

Özet:

 There are two strategies that brands operating in the global market can employ in their advertising execution. Brands can either standardize their communication and use the same or very similar advertisements in the international market or they can choose to adapt their communication to the local culture. Adapting advertising to countries requires knowledge of their language, lifestyle, norms and values. Geert Hofstedes cultural dimensions are an important theoretical framework for examining the differences between the cultural structures of nations and the consequences of these structures on behaviors. In this study, the global advertisement campaign Like A Bosch of the brand Bosch and the advertisement Tam bi Bosch prepared for the Turkish market are analyzed within the framework of Hofstedes cultural dimensions. As a result of the textual and visual content analysis conducted within the framework of the dimensions of individualism-collectivism, power distance, uncertainty avoidance, motivation towards success and achievement, it is seen that the advertising appeals used in the two advertisements and the values put forward differ culturally. Hofstedes cultural dimensions have an important place in analyzing cultural differences in advertisements today. With the help of the four-dimensional theoretical framework, significant differences stand out in the execution of the two advertisements analyzed.

 There are two strategies that brands operating in the global market can employ in their advertising execution. Brands can either standardize their communication and use the same or very similar advertisements in the international market or they can choose to adapt their communication to the local culture. Adapting advertising to countries requires knowledge of their language, lifestyle, norms and values. Geert Hofstedes cultural dimensions are an important theoretical framework for examining the differences between the cultural structures of nations and the consequences of these structures on behaviors. In this study, the global advertisement campaign Like A Bosch of the brand Bosch and the advertisement Tam bi Bosch prepared for the Turkish market are analyzed within the framework of Hofstedes cultural dimensions. As a result of the textual and visual content analysis conducted within the framework of the dimensions of individualism-collectivism, power distance, uncertainty avoidance, motivation towards success and achievement, it is seen that the advertising appeals used in the two advertisements and the values put forward differ culturally. Hofstedes cultural dimensions have an important place in analyzing cultural differences in advertisements today. With the help of the four-dimensional theoretical framework, significant differences stand out in the execution of the two advertisements analyzed.

 There are two strategies that brands operating in the global market can employ in their advertising execution. Brands can either standardize their communication and use the same or very similar advertisements in the international market or they can choose to adapt their communication to the local culture. Adapting advertising to countries requires knowledge of their language, lifestyle, norms and values. Geert Hofstedes cultural dimensions are an important theoretical framework for examining the differences between the cultural structures of nations and the consequences of these structures on behaviors. In this study, the global advertisement campaign Like A Bosch of the brand Bosch and the advertisement Tam bi Bosch prepared for the Turkish market are analyzed within the framework of Hofstedes cultural dimensions. As a result of the textual and visual content analysis conducted within the framework of the dimensions of individualism-collectivism, power distance, uncertainty avoidance, motivation towards success and achievement, it is seen that the advertising appeals used in the two advertisements and the values put forward differ culturally. Hofstedes cultural dimensions have an important place in analyzing cultural differences in advertisements today. With the help of the four-dimensional theoretical framework, significant differences stand out in the execution of the two advertisements analyzed.

 Global pazarda faaliyet gösteren markaların reklam içeriklerinin oluşturulmasında uygulayabileceği iki strateji bulunmaktadır. Markalar, iletişimlerini standartlaştırarak uluslararası pazarda aynı veya çok benzer reklamları kullanabilmekte veya diğer stratejiyi temel alarak iletişimlerini ilgili yerel kültüre uyarlamayı tercih edebilmektedir. Reklamları ülkelere uyarlamak için ülkelerin diline, yaşam tarzına, normlarına ve değerlerine dair bilgi sahibi olmak gerekmektedir. Geert Hofstedein kültürel boyutları, ulusların kültürel yapıları arasındaki farklılıkların ve bu yapıların davranışlar üzerindeki sonuçlarının incelenmesi anlamında önemli bir teorik çerçevedir. Bu çalışmada Bosch markasının global reklam kampanyası Like A Bosch ile kampanyanın Türkiye pazarı için hazırlanan Tam bi Bosch reklamı Hofstedenin kültürel boyutları çerçevesinde incelenmiştir. Bireysellik-kolektivizm, güç aralığı, belirsizlikten kaçınma ve başarıya yönelik motivasyon boyutları çerçevesinde yapılan görsel ve metin bazlı içerik analizi sonucunda iki reklamda kullanılan reklam çekiciliklerinin ve ortaya konan değerlerin kültüre özgü farklılaştığı görülmektedir. Hofstedenin kültürel boyutları, günümüzde reklamlardaki kültürel farklılıkların incelenmesinde önemli bir yere sahiptir. Dört boyutlu teorik çerçevenin yardımıyla incelenen iki reklamdaki uygulamalarda önemli farklılıklar göze çarpmaktadır.

Makale detayları

Content Analysis of Bosch Advertisements According to Hofstede’s Cultural Dimensions

Yazarlar:

Görkem Bir

Yayıncı:

Selcuk University

Ana Başlıklar:

Radyo-Televizyon

Dergi:

Selçuk İletişim Vol.17 Issue 2, pp.288-313

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329617

pISSN:

2148-2942

Global advertising

Global marketing

Cultural dimensions

Advertising appeals

Consumer valuesGlobal reklam

Global pazarlama

Kültürel boyutlar

Reklam çekicilikleri

Tüketici değerleri

Sayı

Makale detayları

Yazarlar: Görkem Bir

Yayıncı: Selcuk University

Ana Başlıklar: Radyo-Televizyon

Dergi: Selçuk İletişim Vol.17 Issue 2, pp.288-313

Belge Tipi: Makale

Yayın Tarihi: 10/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001329617

pISSN: 2148-2942

Sayı

Yazarlar:

Görkem Bir

Yayıncı:

Selcuk University

Ana Başlıklar:

Radyo-Televizyon

Dergi:

Selçuk İletişim Vol.17 Issue 2, pp.288-313

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329617

pISSN:

2148-2942