China

According to Nielsen Media Research, advertising in China has become the fastest-growing industry. While researching, I discovered that Chinese advertisements have been found to contain more utilitarian appeals that focus on state of being and promise a better life. In addition, consumers would consider advertising appeals associated with masculinity, collectivism, and high-context cultures, meaning the ads are more focused on family, success, interpersonal relationships, and are more persuaded with image and mood appeals. In comparison, American ads are associated with individualism and low-context cultures. These ads are concern about their own interests as well as indivudal achievements and contains adequate information through verbal messages. Chinese ads are also traditional, conservative, and respect-oriented because in the chinese culture, they feel responsible for their family, especially the children that are obligated to take care of their elders. On the other hand, American ads are equal regardless of class and level, illustrates individuality and freedom, and are more extroverted.

 

Below are two examples of a Mercedes-Benz Commercial.

 

The first Mercedes -Benz commercial is from the US and it illustrates hard selling and low-context culture. At the end of the commercial, the narrater says "the best or nothing," giving an ultimatum for the consumer--either you want the best car (the Mercedes-Benz) or you get nothing at all. It emphasizes low-context cultures with a verbal message saying, "What is performance? Zero to sixty? Or Sixty to zero?...Is performance about the joy of driving or the importance of surviving?..."

 

The second commercial is from China and it illustrates collectivism. It shows emotional expression with joy and happiness when the little boy is in his little car pretending that it can park like his parent's Mercedes-Benz. It is very calm, traditional with the family aspect, indrect, and there is no verbal message, only visual.