Adapting Advertising: Cultural Understanding in Global Markets
Advertising is a global practice essential for promoting products and services, but to be effective, it must align with the cultural preferences of its audience. While both China and the United States dominate the global advertising market, their differences, particularly through the lens of Hofstede's theory of cultural variability, are striking. Culture shapes society, and mass media plays a key role in reinforcing national values through advertising (Hsu and Barker, 2013). As such, U.S. advertisers must adapt their strategies when entering the Chinese market, where significant cultural differences require careful consideration.
In his study of cultural variability, Hofstede analyzed the power distance, uncertainty avoidance, individualism, and masculinity of 40 countries, creating a linear scale that positioned individualism and collectivism as opposites. According to this scale, the U.S. ranks highest in individualism, while Chinese cultures in Hong Kong and Taiwan score much lower, indicating a higher degree of collectivism. This means that, while people in the U.S. have strong individualistic values and prioritize personal preferences, Chinese cultures tend to make decisions based on the group they belong to, among other differences (Hsu and Barker, 2013). Recognizing these cultural distinctions has led to significant changes in how international companies approach advertising in foreign markets like China.
Although China has adopted the U.S. model for its advertising industry, with many leading agencies being managed by international communication groups, a growing number of multinational advertising agencies are beginning to implement localized advertising strategies in the Asian market (Chen, Wang and Liang, 2019). Zhou and Belk (in Hsu and Barker, 2013) found that Chinese consumers are attracted to global trends that embody modern values, yet still prefer local appeals that tap into their national pride. This aligns with the study’s findings, as tradition holds significant importance in collectivist cultures.
Cao (in Hsu and Barker, 2013) suggests that as China’s economy grows, people now have more choices, which encourages a shift toward individualism. However, since individualism is often viewed as selfishness in collectivist societies, Chinese culture continues to prioritize communal values. A clear example of an American company adapting its ads to Chinese cultural preferences is Apple’s Chinese New Year campaigns. One such ad, from 2015, tells the story of a grandmother and her granddaughter, reflecting the importance of family ties. As Hofstede’s research highlights, collectivist cultures place equal importance on the extended family (such as grandparents and uncles) as they do on the nuclear family.
Fig 1. Screenshot taken from the video The Old Record - Apple (China) 2015 Lunar New Year Commercial
This ad contrasts sharply with Apple’s American "Quiet the Noise" campaign from 2023. While the Chinese ad emphasizes the importance of family, the American version centers on promoting the latest AirPods, encouraging viewers to embrace personal freedom by escaping unwanted noise. This shift reflects the different cultural values: in the U.S., individualism takes precedence, while in China, the focus remains on collective family bonds.
Fig 2. Screenshot taken from the video Apple | The New AirPods Pro | Quiet The Noise.
While there are certainly similarities between the two markets, it is clear that effective advertising must always adapt to the culture it is targeting. This is why it is essential to understand the specific context in China, rather than assuming that U.S. values and standards will automatically apply in other cultures (Chen, Wang and Liang, 2019). Therefore, exploring the advertising creativity and strategies used in China, as well as in other countries, should always be a priority within the advertising industry. As Hofstede emphasized, every culture has unique needs and desires, and as advertisers, we must deeply understand these differences to create effective campaigns and products that resonate with our audiences.
REFERENCES
Chen, H., Wang, R. and Liang, X., 2019. Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age. Global Media and China, 4(2), pp. 233–253. doi: 10.1177/2059436419836455.
Disaur, 2015.The Old Record - Apple (China) 2015 Lunar New Year Commercial. [Video online]. Available at: https://www.youtube.com/watch?v=UpoDNjiMYRI [Accessed 13 November 2024]. Screenshot by the author.
Hsu, S.Y. and Barker, G.G., 2013. Individualism and collectivism in Chinese and American television advertising. International Communication Gazette, 75(8), pp. 695–714. doi: 10.1177/1748048513482543.
Piero y Caroline, 2023. Apple | The New AirPods Pro | Quiet The Noise. [Video online]. Available at:https://www.youtube.com/watch?v=oWaYlnV0VuU [Accessed 13 November 2024]. Screenshot by the author.
