Advertising Analysis

Description

As an individual, you will select a national culture or subculture of your choice (ideally- not a culture where you lived most of your life). Introduction. Describe the culture: briefly and your product /service /social idea. Describe the country or subculture in terms of geography/topography/climate, population, political system, economic situation, language, some historical reference. Indicate how this information is relevant for understanding the ‘culture, values, consumer behavior’ for your project. Psychographic profile (cultural values, cultural dimensions, make a ‘cultural onion’, consumer behaviors related to your product, service or social issue). Media /communications (media system /choices, communication style and language, advertising style, advertising ethics /regulations). (7-10pages/ include graphs, charts, visuals – use references /citations to back up your claims). Select a product, service, or social idea or problem of your choice (may be a real or fictitious brand). Discuss why you chose this and why it is relevant for this culture. Describe the cultural values/consumer behavior issues surrounding your product/service for this culture (note this also could be found in A2 above).  Provide a summary of the company/brand/social problem (about 1-2 pages). Discuss the overall strategy for the campaign: creative brief: any format is fine  (1-2 pages) Then create 2 original advertisements or other communication tactics (e.g., news releases, direct marketing tactics) tailored or localized for that culture. They can be written in English or the local language; however, if you choose to write in the local language, English translations must be provided.  Discuss why or how your executions are appropriate for your particular culture (in other words how the values within your messages relate to the culture’s values – how the communication style and/or advertising style/language is appropriate etc) (approximately ½-1 page). Finally, discuss whether or not the messages would be appropriate to use in the U.S. (about ½-1 page). The paper should include at least 15 sources, including 5 peer-reviewed academic journal articles or book chapters.  Paper and references may be in APA . Cite all relevant information within the text (use direct quotes if you are quoting verbatim) as well as in a bibliography, footnotes, or references list. The paper must be typed, double-spaced. Executions may be ‘rough’ (e.g., stick figures, magazine photos, digital photos) but should then be accompanied by a verbal description of elements. Note that evaluation of executions is based upon strategy/relevancy