The Academy of National Economy under the Government of the Russian Federation

Faculty of Real Estate Marketing

Advertising Cultures

Written by:

3^rd year student

Sorokin Roman

Moscow 2013

Contents

I. Introduction .…………………………………………………………………. 3

II. Anthropological features in advertising ……………………………………… 4

2.1 How advertising makes its object..………………………………..… 4

2.2 Japanese advertising international ………………………….………… 5

III. Fame and the ordinary: ‘authentic’ constructions of convenience food…… 7

3.1 The problem of affluence ……………...……………………………. 7

3.2 The bon appétit project ……………………………………………. 8

3.3 Imagined cuisines …………………………………………………....9

3.4 Authenticity and the consumers’ gaze ………………………………..10

IV. Ethnography is more than a method.……………………………..……….….13

V. Conclusion ...………………………………………………………………...15

VI. References …………………………………………………………………..16

I. Introduction

Some international marketers have predicted a final convergence of culturally different markets into a "one-world culture" that would facilitate globally standardized marketing activities. This, however, has turned out to be an illusion—too many non-cultural hard factors and cultural soft factors still exist or arise as constraints on international marketing that have to be dealt with continuously, utilizing various strategies of adaptation or localization.

For more than three decades, international and cross-cultural marketing research has focused on the standardization versus adaptation debate, which has resulted in the popular classification of "culture-free" and "culture-bound" products. Thus, for example, non-durable consumer goods like food would be regarded as strongly culture-bound products and therefore as difficult to standardize, while durable high-interest and high-tech or digital products as well as industrial goods, would be regarded as essentially culture-free products and consequently as easy to standardize . With respect to industrial goods and international technology transfers, however, newer studies reveal that the latter notion needs to be revised.

These technical systems, like culture-bound products, are subject to cultural influences to a large degree. Advertising may be one of the most important marketing tools available to corporate sector today but it is certainly not the most ethical one. The reason advertising has come under attack from various sections of the society is because of the images it projects and the way they ultimately affect all of us. Anthropologies carefully analyze advertising campaigns and techniques, they notice that advertising is intricately connected with the principle of consumption. Consumers would buy anything that advertisements say is good for them including culture and values.