Global Marketing Article 4

Chinese Advertisements and Commercials in China

The impact of the communitarian values of Chinese culture on the marketing of consumer goods is rather straightforward. Most goods are best positioned in a family or family-like collective environment. Family-like collectives frequently used in advertisements are colleagues, members of a sports team, or classmates at school. Within the collectives, the leading people are often given some special attention or a special role.

Celebrating the Family in Advertising

The communitarian orientation of the French reveals itself very clearly in some of its products and in the way they are advertised. Well known products are the Renault Espace (a family car) and family vacations organized by Club Mediterranée (better known as Club Med). After an initial rejection by the entire auto industry, Renault, the largest French manufacturer, showed persistence in the development and later very successful sales of the first compact family car. It was advertised as one that united families going on vacations. The enormous success of Club Med is also indicative of French communitarianism through family life. The whole business idea is to offer vacations for families, including grandparents, in a luxurious environment. This is very French indeed.

German TV Advertising in Germany

Until the early 1980s all television in Germany was public. It was financed by public television fees and advertisements were limited to short slots in the early evening. However after the introduction of private channels during the 80s, the amount of television advertising has increased quite significantly. Nonetheless, in comparison with other countries, it is still fairly limited; overall Germany is probably one of the countries with the least amount of TV advertising. Printed ads are much more common. In general, advertising expenditures in Germany are much lower than in most other countries. Compared to the United States, for example, the amount spent on advertising is significantly lower.


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