A Cross Cultural Perspective: Comparative Analysis of UK & Pakistani Advertisements
Abstract
The UK ads are highlighting their own culture whereas in Pakistani advertisements although local culture is dominating yet still there is an assimilation of dominating culture, i.e. west. The reason is quite obvious that eastern advertisement companies are attracted towards strong economic condition. That’s why in Pakistani advertisement there is a use of English words whereas no western or UK ad is using even a single word of Urdu. This is not the case of language only but also the dresses of Pakistani models are affected by west culture. The female models are wearing pant shirt and frock with confidence and by speaking foreign language and wearing other culture costume they are feeling confident and called themselves modern as well. So the linguistic and visual features of participants and their color shows acculturation that UK,s culture is dominant.
References
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https://www.academia.edu/4027755/Objectifying_Women_Using_Sex_in_Advertising Pose
Katz, H., & Lee, W. N. (1992). Oceans apart: an initial exploration of social communication differences in US and UK prime-time television advertising. International Journal of Advertising, 11(1), 69-82.
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Kress, G., and T. Van Leeuwen. (1996). Reading Images: The Grammar of Visual Design. London: Routledge.
Ladipo, P. K., Nwagwu, K. O., & Alarape, W. B. (2013). Relative Communication Power of Selected Advertising Media.
Lewis, R. J., & Erickson, L. G. (1969). Marketing functions and marketing systems: A synthesis. Journal of Marketing, 33(3), 10-14.
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological process and advertising effects: Theory, research, and application, 45-63.
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MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of consumer research, 13(4), 473-491.
Mikhailitchenko, A. G., & Whipple, T. W. (2006). Modeling the effects of culture-related variables on the attitude towards advertising: A USA-Russia-Iran study. Journal of East-West Business, 12(2-3), 39-59.
Mikhailitchenko, A., Javalgi, R. R. G., Mikhailitchenko, G., & Laroche, M. (2009). Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research, 62(10), 931-938.
Moeschler, J. (2007). The role of explicature in communication and in intercultural communication. Exporations in pragmatics. linguistic, cognitive and intercultural aspects, 73-94.
Mueller, B. (1992). Standardization vs. specialization: An examination of westernization in Japanese advertising. Journal of Advertising Research.
Roth, M. S. (1995). Effects of global market conditions on brand image customization and brand performance. Journal of Advertising, 24(4), 55-75.Sommers, M., & Kernan, J. (1967). Why products flourish here, fizzle there. The International Executive, 9(3), 14-16.
Sriram, V., & Gopalakrishna, P. (1991). Can advertising be standardized among similar countries? A cluster-based analysis. International Journal of Advertising, 10(2), 137-149.
Thackray, J. (1985). Much ado about global marketing. Across The Board,(April), 38-46.
Van, Leeuwen, T. (1996). The Representation of Social Actors in Discourse. In C.R. Caldas-Coulthard & M. Coulthard (Eds.) Text and Practice: Reading in Critical Discourse Analysis. Pp 32-70. London: Routledge.
Van, Leeuwen. T. (2008). Discourse and Practice. New Tools For Critical Discourse Analysis. Oxford University Press.
Whitelock, J., & Chung, D. (1989). Cross-cultural advertising: an empirical study. International Journal of advertising, 8(3), 291-310.
Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture: The influence of products' use conditions. Journal of advertising, 25(3), 29-46.
Berry, J. W. (1997). Immigration, acculturation, and adaptation. Applied psychology, 46(1), 5-34.
Berry, J. W., & Kalin, R. (1995). Multicultural and ethnic attitudes in Canada: An overview of the 1991 national survey. Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement, 27(3), 301.
Berry, J. W., & Padilla, A. M. (1980). Acculturation: Theory, models and some new findings. Acculturation as varieties of adaption, 9, 25.
Brierley, S. (2005). The advertising handbook. Routledge.
Cavusgil, S. T., & Nevin, J. R. (1981). State-of-the-art in international marketing: an assessment. Review of marketing, 1, 195-216.
De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of advertising, 29(1), 85-110.
Díaz-Pérez, F. J. (2012). The use of wordplay in advertisements published in men's magazines. A comparative study in the UK and Spain1/El uso de los juegos de palabras en los anuncios publicados en revistas masculinas. Un estudio comparado en el Reino Unido y España. Complutense Journal of English Studies, 20, 11.
Donnelly, J. H. (1969). Standardized global advertising, a call as yet unanswered. Journal of Marketing (pre-1986), 33(000002), 57.
Douglas, S. (1977). Looking at the cultural environment of international marketing opportunities. Columbia Journal of World Business, 102-109.
Douglas, S. P., & Dubois, B. (1977). Culture and Consumer Behavior: Time for a Fresh Look?. Marketing Science Institute.
Ferrin, D. L., & Gillespie, N. (2010). Trust differences across national-societal cultures: Much to do, or much ado about nothing. Organizational trust: A cultural perspective, 42-86.
Gould, S. J., Lerman, D. B., & Grein, A. F. (1999). Agency perceptions and practices on global IMC. Journal of Advertising Research, 39(1), 7-7.
Gould, S. J., Lerman, D. B., & Grein, A. F. (1999). Agency perceptions and practices on global IMC. Journal of Advertising Research, 39(1), 7-7.
Harvey, M. G. (1993). A model to determine standardization of the advertising process in international markets. Journal of Advertising Research, 33(4), 57-65.
Hassan, S. S., Craft, S., & Kortam, W. (2003). Understanding the new bases for global market segmentation. Journal of Consumer Marketing, 20(5), 446-462.
Hofstede, G. (1983). National cultures in four dimensions: A research-based theory of cultural differences among nations. International Studies of Management & Organization, 13(1-2), 46-74.
https://www.academia.edu/4027755/Objectifying_Women_Using_Sex_in_Advertising Pose
Katz, H., & Lee, W. N. (1992). Oceans apart: an initial exploration of social communication differences in US and UK prime-time television advertising. International Journal of Advertising, 11(1), 69-82.
Kaur, J., & Chawla, R. (2016). Impact of Culture on Marketing Strategies. Imperial Journal of Interdisciplinary Research, 2(3), 325-330.
Kaur, J., & Chawla, R. (2016). Impact of Culture on Marketing Strategies. Imperial Journal of Interdisciplinary Research, 2(3), 325-330.
Kress, G., and T. Van Leeuwen. (1996). Reading Images: The Grammar of Visual Design. London: Routledge.
Ladipo, P. K., Nwagwu, K. O., & Alarape, W. B. (2013). Relative Communication Power of Selected Advertising Media.
Lewis, R. J., & Erickson, L. G. (1969). Marketing functions and marketing systems: A synthesis. Journal of Marketing, 33(3), 10-14.
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological process and advertising effects: Theory, research, and application, 45-63.
Machin, D & Abousnnouga, G. (2010). The language of War Monuments London:. Bloomsbury.
Machin, D. (2007). Introduction to Multimodal Analysis. Bloombury: London
Machin, D. Mayr, A. (2012). How to do Critical Discourse Analysis. London: Sage.
MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of consumer research, 13(4), 473-491.
Mikhailitchenko, A. G., & Whipple, T. W. (2006). Modeling the effects of culture-related variables on the attitude towards advertising: A USA-Russia-Iran study. Journal of East-West Business, 12(2-3), 39-59.
Mikhailitchenko, A., Javalgi, R. R. G., Mikhailitchenko, G., & Laroche, M. (2009). Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research, 62(10), 931-938.
Moeschler, J. (2007). The role of explicature in communication and in intercultural communication. Exporations in pragmatics. linguistic, cognitive and intercultural aspects, 73-94.
Mueller, B. (1992). Standardization vs. specialization: An examination of westernization in Japanese advertising. Journal of Advertising Research.
Roth, M. S. (1995). Effects of global market conditions on brand image customization and brand performance. Journal of Advertising, 24(4), 55-75.Sommers, M., & Kernan, J. (1967). Why products flourish here, fizzle there. The International Executive, 9(3), 14-16.
Sriram, V., & Gopalakrishna, P. (1991). Can advertising be standardized among similar countries? A cluster-based analysis. International Journal of Advertising, 10(2), 137-149.
Thackray, J. (1985). Much ado about global marketing. Across The Board,(April), 38-46.
Van, Leeuwen, T. (1996). The Representation of Social Actors in Discourse. In C.R. Caldas-Coulthard & M. Coulthard (Eds.) Text and Practice: Reading in Critical Discourse Analysis. Pp 32-70. London: Routledge.
Van, Leeuwen. T. (2008). Discourse and Practice. New Tools For Critical Discourse Analysis. Oxford University Press.
Whitelock, J., & Chung, D. (1989). Cross-cultural advertising: an empirical study. International Journal of advertising, 8(3), 291-310.
Zhang, Y., & Gelb, B. D. (1996). Matching advertising appeals to culture: The influence of products' use conditions. Journal of advertising, 25(3), 29-46.
Published
2022-03-30
How to Cite
DIN, Wahid ud; SHAMSHAD, Sarah.
A Cross Cultural Perspective: Comparative Analysis of UK & Pakistani Advertisements.
University of Chitral Journal of Linguistics & Literature, [S.l.], v. 6, n. I, p. 44-66, mar. 2022.
ISSN 2663-1512.
Available at: <https://jll.uoch.edu.pk/index.php/journal10/article/view/304>. Date accessed: 26 mar. 2023.
doi: https://doi.org/10.33195/jll.v6iI.304.
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Articles
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