Businesses expand their operations overseas where they encounter new cultures. For businesses to stimulate demand in foreign cultures, they have to design marketing campaigns that are in line with social and cultural preferences of the community in question. Advertisements also have to respect or obey the traditions, values and beliefs of a certain community to be effective. To this end, this examines how social, cultural aspects influence advertising.
How do sociocultural aspects and advertising affect one another?
- Advertisements and the culture of the consumer
Advertisements are culturally bound elements that reflect or reveal the language and communication style of a certain community. The images displayed and language used when advertising are largely influenced by culture. The language used in an advertisement which can be in the form of words and images reflects the culture of the target audience in marketing communication (Khanna 7).
- Government regulations in advertising
Governments regulate advertisements because they contain socially sensitive issues (Singh and Sandeep 52). Judicial, regulatory bodies should enforce ethical advertising to limit sexually suggestive advertisements and those targeting children. Therefore, advertisements display a differing level of morality.
- Advertising and the changing culture of capitalism
Over time, the design of advertisements has changed. The changes are evident by the amount of money dedicated to advertising as well as the content that is consumer sensitive (Ewen 30). As time span, advertisements revealed businesses that were embodied in expansive business goals of expanding their businesses where they reflected oligopolies and monopolies.
- Advertising and changing gender roles
Advertisements are reflecting an empowered woman whose ascension is at the expense of the male counterpart (Zimmerman). The women are revealed as powerful, fierce and ruthless.
- Advertising, globalization and national cultures
Chinese entrepreneurs living in the United States are beginning to admire the freedom Americans enjoy. The freedom is reflected in the number or volume of advertisements Americans post on the internet because there are no restrictions in the United States regarding what people put on the internet and what people want (Buckley).
Buckley, Chris. Chinese Embrace Americaâs Culture but Not Its Policies, 2015. Web. Accessed 26th February 2016< http://www.nytimes.com/2015/09/29/world/asia/china-united-states-culture-policy.html?_r=0>
Ewen, Stuart. Captains of consciousness: Advertising and the social roots of the consumer culture. Basic Books, 2008.