英语论文网

indirect, subtle, with lots of symbolism. Comparative advertising is a confrontation and is therefore seen as denigrating the competition. This is in conflict with the Asian value of harmony. The style and manner of presentation is important. A pretty picture, a story or a poem can be important parts of the advertisement. Values and appeals found in their advertising are respect for elders. The relationship of man with nature / the unity with nature is often the subject of advertising. Japanese are crazy about celebrities. A product is often associated with celebrities, who often represent the target. If Western models, celebrities or situations are used, it is only as a symbol of prestige and status: they are not intended to illustrate the western values. In Japan, a part of television and popular culture is strongly linked to the entertainment world. Songs are often especially composed for use in commercials.

 

Differences between Western and Asian cultures

 

There are several cultural differences that may explain the use of celebrities. While the American culture is characterized by individualism, in Japan it is more the collectivist culture. In a collectivist culture they emphasize on conformity, adaptation and obedience. We, the European and American see this as negative values, but in Japan, this is well appreciated. Celebrities fit better in a collectivist than an individualist culture. In Japan they highly look up to celebrities, especially a Western celebrity. You will also see many Western celebrities in Japanese advertising, which I will explain later on. The power distance is quite large. The statements of celebrities are followed uncritically because they are not famous for nothing. Their values rays on the brand that they support, and also on the user of that brand. Power distance and individualism-collectivism are the key explanations for the difference between East Asian and Western countries. These are two of the four Hofstede dimensions of culture. For the other two dimensions (uncertainty avoidance and masculine-feminine) there is no large difference, even though

 

Japan is the most masculine country in the world. In a masculine country performance and success are central, in a feminine country caring for others and quality of life is more important.

 

Advertising is strongly influenced by culture, especially in comparisons between East Asia, Europe and North America. But even between Asian countries there are cultural differences. Some campaigns may be used in several countries, but in most cases adaptation is necessary to make an effective campaign. And in many cases adaptation is inadequate and separate campaigns must be developed for each country taking into account the national culture.

 

View of Western culture on celebrity endorsement

 

Celebrities and marketing go well together. There is indeed a lot of money to distr本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。